Page 24 - Energize July 2021

NEWS

POWERING UP THE AFRICAN CONNECTION

o power up awareness of APP’s pioneering and innovative role in electrical connectors, its
product offering and technology excellence to Africa, Alexander and Poole – together with
TAPP – are boosting their long-standing and key partnership to grow the APP footprint and
product profile in different target sectors locally.
Alexander and Poole, founded over 40 years ago, is instrumental to this growth by currently
focusing on a concerted sales and marketing effort to drive awareness around the APP product
range, says Juanita Fisher-Hill, National Sales Manager for Alexander and Poole, responsible for
the sale and distribution of APP products in South Africa.
“APP and Alexander and Poole’s very solid relationship, which has been nurtured for more
than 37 years, has gone from strength to strength,” adds Chris Mason, Regional Sales Manager for
Anderson Power Products in the UK.
Mason further explains: “Where traditionally APP – and Alexander and Poole locally -
were focused on material handling, some new changes include a market expansion and the
consideration of other market segments to drive activity. These include the solar, commercial and
consumer markets – with specific requirements, such as in the 4X4 market, the electro mobility
(e-mobility) and energy sectors; as well as the data communication sectors.” Chris Mason
In addition, Mason notes that APP and Alexander and Poole are also achieving increased sales
success, with targets in 2020 being successfully met, and growth exceeding that of the previous year. of-concept and consistency of performance.
Fisher-Hill agrees, highlighting that Alexander and Poole achieved several record months for Alexander and Poole’s efforts locally
sales (turnover) since the notable record month of November 2020. highlight this product reliability and
consistency, with Fisher-Hill proactively
Power pioneer reaching out to the local market through
APP, as an international ISO 9001-certified manufacturer and developer of high quality, cost- enhanced market communication, technical
effective power interconnect solutions for industries, offers innovative, state-of-the-art electrical training for customers on APP products, and
power connector solutions. customer support – backed by assistance
“We will also guide customers to select the right connector based on specified criteria, from Mason.
provide engineering expertise coupled with a safety agency-certified team of qualified laboratory “It is Alexander and Poole’s objective to
technicians and provide full support to customers’ visions,” Mason explains. make each customer feel valued and heard,
“Meanwhile, APP has excellent knowledge in understanding safety standards and the specific through the provision of customised product
performance required for various markets and geographic regions - having exceptionally trained and solutions to fit their specific needs,” Fisher-
qualified associates which provide high-quality products in line with ISO 9001-certification,” he says. Hill notes.
“This quality offering is supported by excellent customer service from distributors such as Mason adds that Alexander and Poole
Alexander and Poole, which provides exceptional technical and ordering support. forms part of a strong value channel in
In addition, multiple manufacturing and distributor locations globally allow for a shorter being the ‘face’ of APP and providing the
lead time – from order placement to receipt of product – and help to streamline logistics and expertise and knowledge locally. “The
international shipping costs,” Mason adds. investment from APP and Alexander and
Poole as our sole distributor in South Africa,
Powerful connections in enhancing internal processes, systems,
As a power pioneer, APP builds on a decades-long reputation of innovation in the manufacture order placements and pricing will create a
of power connections: particularly around the electrical connector and its flat wiping solid foundation on which to successfully
technology design. build a lasting business which will not only
Mason explains that the technology, invented in 1953, offers a powerful connection capability sustain growth but ensure many ‘powerfully
by ensuring consistent connector contact. The technology comprises stainless steel springs that connected’ customers going forward!”
provide a constant contact force while the silver-plated pure copper contacts have tips which
absorb arcing damage when the connectors mate. Contact Juanita Fisher-Hill,
“Because of the material used, APP expects its contacts to perform at 10 000 cycles and more Alexander and Poole, Tel 011 902-0188,
in their lifetime,” he highlights, emphasising that the differentiator to APP’s offering lies in proof- juanita@poole.co.za

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