Keeping customers happy
Managing the biggest cash and carry in Europe is a challenge Ghufran Ashraf clearly relishes. The 35-year-old took up the reins at the 225,000 sq ft Bestway depot in Park Royal, north London, last summer. “I feel really privileged to run a flagship like this. It’s a great opportunity, particularly as the Bestway board is very open to new ideas,” says Ashraf.
The position is the culmination of a10-year career with the company for Ashraf. He started off as a supervisor at Bestway in Tottenham, rising to the post of area operations manager with the main mission of driving and retaining sales of the Best-in own-label brand. Ashraf became deputy manager of Romford Bestway in 1999, when his skill in troubleshooting stagnant operations began to be recognised by head office. In 2000, he took his first manager’s position at the Edgware depot, where he focused on building customer relations and availability.
“It’s not just price that people care about”, says Ashraf. “They also need to have availability and good service.
“There’s no point in having a promotion if you don’t have the stock, and the other important thing is close interaction with your customers.” Judging by the constant stream of retailers into Ashraf’s office – for anything from a chat about an order to a cup of Persian tea – communication with customers is clearly something he values.
His plans for the depot include less of a focus on alcohol – which he says has taken a hit as a result of multiple price wars and fraud – and more on food. The new financial year starts on July 1, so the business is in the process of reviewing its operations and stock based on forecasts, one of which is of a summer heatwave.
Although Ashraf is generally optimistic about the future of the independent retail trade, he says it is facing increasing financial pressures, which in London includes the congestion charge. “The government needs to take a close look at what’s happened to the independents,” he said. “The congestion charge is killing a lot of businesses. Supermarkets are opening up all over the place and taking business from the independents.
“We need shops to keep communities attractive. Once they are gone, they’re gone for good.”
Managing the biggest cash and carry in Europe is a challenge Ghufran Ashraf clearly relishes. The 35-year-old took up the reins at the 225,000 sq ft Bestway depot in Park Royal, north London, last summer. “I feel really privileged to run a flagship like this. It’s a great opportunity, particularly as the Bestway board is very open to new ideas,” says Ashraf.
The position is the culmination of a10-year career with the company for Ashraf. He started off as a supervisor at Bestway in Tottenham, rising to the post of area operations manager with the main mission of driving and retaining sales of the Best-in own-label brand. Ashraf became deputy manager of Romford Bestway in 1999, when his skill in troubleshooting stagnant operations began to be recognised by head office. In 2000, he took his first manager’s position at the Edgware depot, where he focused on building customer relations and availability.
“It’s not just price that people care about”, says Ashraf. “They also need to have availability and good service.
“There’s no point in having a promotion if you don’t have the stock, and the other important thing is close interaction with your customers.” Judging by the constant stream of retailers into Ashraf’s office – for anything from a chat about an order to a cup of Persian tea – communication with customers is clearly something he values.
His plans for the depot include less of a focus on alcohol – which he says has taken a hit as a result of multiple price wars and fraud – and more on food. The new financial year starts on July 1, so the business is in the process of reviewing its operations and stock based on forecasts, one of which is of a summer heatwave.
Although Ashraf is generally optimistic about the future of the independent retail trade, he says it is facing increasing financial pressures, which in London includes the congestion charge. “The government needs to take a close look at what’s happened to the independents,” he said. “The congestion charge is killing a lot of businesses. Supermarkets are opening up all over the place and taking business from the independents.
“We need shops to keep communities attractive. Once they are gone, they’re gone for good.”
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