Contact International was fortunate
to be able to interview Bob and Judith. We are pleased to share
their story with you.
Who is Bob in a
nutshell?
I was born in Sydney, lived in Como West for thirty years
and moved to Maclean in 1980, working as an Electrical Ground
Engineer. I have been actively involved in the community in various
forms including through the store, for example with scouts and
sailing. I support the Chamber of Commerce and was its President
for six years. Judith says that I am a Meeting Maniac, involved
with everything. I value the fact that although supermarket
retailing means 24/7 attention, my children have still always been
able to talk to me and appreciated this fact.
How did you become a
retailer?
My parents-in-law decided to go into business and we all
began the supermarket together. I thought food retailing would be
easy because everyone has to eat. In the end, it took me four years
to realize that a business does not run itself and that one person
has to be in control. After much soul searching we decided to run
the supermarket ourselves. Over the next 12 months, I learnt
much more about running a business, attended a Business Management
course and enlisted my invaluable Banner managers.
Can you tell us about the
development of the store?
The store is the longest running Grocer in Australia
(since 1883). We couldn't find a suitable location for a larger
store so in 1999 we doubled the retail selling area.
The challenges in renovating the
store were to ensure that we kept the look and the feel of a good
old fashioned store while still portraying a modern progressive
supermarket. We thought that our over-trading issues would be
resolved through this renovation. What we did not expect was that
in a short time we doubled the sales and were back to the
over-trading position! This creates enormous challenges for
the day to day running of the store. Range and Customer service are
our two main focuses and those two aspects mean a high labour
content.
Tell us about
Maclean...
Maclean is a small country town, about 15 km from the
seaside town of Yamba and 40 km from the city of Grafton. With
about 4,000 residents and a large rural area, there is a total
population of 8,000. In Maclean the majority of services are
provided. Because we have limited parking available we counteract
this disadvantage by carrying the customers' groceries to their
car. This has been a very effective service. Maclean has a Scottish
heritage that everyone is very proud of; an attraction for visitors
are the telegraph poles painted in various tartan colours. The main
industries in this area are Sugarcane and Fishing.
How much are you involved
with your customers?
Interaction with customers is vital for the running of any
successful business. Both customers and staff need to see me
regularly. I have always lived by the philosophy that you should
never expect anyone to do anything that you are not prepared to do
yourself. I believe that although the customer is not always right,
they have to leave the store happy and must be given the benefit of
the doubt in all situations. Complaints are invaluable feedback for
the business; it helps you to improve the way you do business. My
best skill is being a people manager. I can be a bit too soft in
the discipline area but I do have the ability to listen and stay
calm. I am fanatical about providing the highest possible level of
customer service.
Can you describe your
customers?
Our customers are a very loyal group of people. A high
percentage is elderly and some of them have shopped in this store
all their lives. A good percentage of young families and
schoolchildren are attracted to the store as well. The trend is
very strongly going away from 'once a week' shoppers and customers
are shopping much more frequently.
Can you tell us about
special products/departments in your store?
We have a long standing reputation of having the best
fresh fruit and vegetables in the valley! People from Grafton
specially come to buy this from us.
Our serviced Deli is a hive of activity where the staff interacts
with customers. Our SPAR bake range is very popular due to the good
quality. We work with a local butcher to supply pre-packed meats.
We provide as many services as we can; always assessing what can be
added. Currently, we have full EFTPOS facilities; Phone Recharge,
Special Event ticketing, Fishing Licenses and Self Service Photo
Kiosk.
Please share the shopping
pattern of your customers
Being a country town, our customers have very traditional
habits. Our cooking aisle and fresh departments are the most
popular sections. Being a true Scottish Town, value is sought after
and most customers seek bargains. There is strong support for
anything locally produced and there is a growing interest in
Australian made products. We would really like to get involved in a
large range of 'Food to Go' as I believe that the market will grow
as more people move to the area.
Can you describe a great
day in your store?
A great day is seeing my staff interacting with the
customers. Sometimes, the team sings along or even dances. The
music is specifically selected by me. Not a week goes by without
comments, usually compliments. The same music goes through the
'music on hold' for our phone and I regularly get asked to put
someone back on hold so that they can hear the rest of the
song!