After having focused on a series of
independent retailers, we are pleased to introduce to you this
female INTERSPAR manager who believes that being a retailer is the
best job in the world!
Please introduce
yourself to our readers
My name is Bernadett Berkics. I was born in Sellye,
which is located in Baranya-County in Hungary and I am 34 years
old. I have lived in the capital city, Budapest, since 2000 with my
husband and my three year old daughter.
How did you become a SPAR retailer?
Even in kindergarten I acted out role plays where I
took the role of 'store manager' and my enthusiasm for retail has
never left me, in fact it is more alive now than ever.
In 1994, I successfully completed my
study in commerce and there-after I took on various retail
positions from cashier, fresh food sales and finally to jewellery
assistant. I really found my niche when the newly opened INTERSPAR
offered me a position as cashier. Here I truly represented the SPAR
colours with my green apron, my white shirt and my face glowing red
with delight.
After being frozen food assistant
and head of the drinks department, I became assistant store
manager. After successfully applying for various other departmental
functions I completed my study. Eventually I returned to the
INTERSPAR in Bécsi Street where I began as fresh food manager and
have now been here as store mana-ger for five years.
I have now worked for SPAR for 14
years in total and I am really proud that I have been able to build
up so much knowledge and experience.
Can you tell us
something about the development of the
store?
My INTERSPAR now has 6,000m2 selling area, and I work
with 129 colleagues. It was opened 10 years ago, and has reached an
amazing development in turnover. Last year, this store had the
biggest turnover in its category.
You need to have a lot of
tolerance, patience and a good sense of customer service when you
work in such a big store, dealing with so many customers and staff.
There are no two situations the same. I was lucky with my
mana-gers, because they always acknowledged my hard work and were a
positive influence to me.
How much are you
involved with your customers?
I know my customers
personally, because I like to be on the shop
floor. Retail is about buying things and your key customers are
those who will come repeatedly to the store to shop. That is why it
is essential to remain involved with eyes and
ears.
Where is your store
located?
The store can be found in Budapest which has two main
parts: the Pest and the Buda side. The two sides are separated by
the Danube River. My store is located on the Buda side, in the
Eurocenter shopping centre. This part of the city is an upmarket
district of Budapest.
My store is easy to reach, because
two trams and some buses stop in front of the shopping centre. In
addition to the parking areas on the ground and first floor, there
is an underground car park with capa-city for 800 cars.
Unfortunately we also have plenty
of competitors. There are two Auchan stores, Tesco, Cora, Aldi,
Lidl and Penny Market in the surrounding area.
Do you have special
departments in your store? Can you tell us something about
them?
I am proud that market research has shown that
customers come to the shopping centre mainly because of the
INTERSPAR.
We conducted local research and our
customers said that they prefer the fresh foods in our store,
because of the good quality and wide range. We sell a lot in the
fruit and dairy departments and our customers really like the
products from the Tanne meat processing factory.
We sell a good selection of
products which are local to this area, especially in our fruit and
vegetable section.
Can you describe your
customers?
We have typical Hungarian customers from all groups.
We not only have regular customers but also those who come 2-3
times a week, who never go to other stores but are really loyal to
us.
Please share the
shopping pattern of your customers with our readers.
They buy everything from expensive organic products
to low price private label. We serve more customers towards the end
of the week than in the beginning and are busy all day long.
How would you describe
yourself as a manager?
I think it is important never to forget where you
have come from, even if you are a manager, responsible for many
people and a high turnover.
I appreciate my colleagues' hard
work, try to motivate them and treat them as I was treated. We
are a team, so we should work as a team. During the past 14 years I
have gained much experiences and knowledge, which I use daily. I am
customer oriented, personable and get results, but at the same time
sometimes a tough leader. Retail is the most beautiful profession
but in addition to being hard and committed to your work, you
should be flexible when necessary.
Describe a great day in
your store.
Once I found a little case in the store full of
personal items and a pay cheque for a telephone bill. I had the
name of the customer and located her phone number and called her. I
told her that she did not need to worry as I had found her case and
she could come to pick it up any time suitable. She was really glad
and asked me to go to the Post Office to pay the bill, if I didn't
mind.
And what do you think, I did? We
need to delight our customers ...so I paid the bill!