John Smith

What was your first job in retailing?

I worked for Asda collecting trolleys, which taught me that everyone in a business has an important role to play.

Which retail company do you admire most and why?

John Lewis - its shopping experience is brilliant and backed up by amazing staff.

I really enjoy shopping there and I always seem to find what I’m looking for easily.

What is the trait you least like in yourself and why?

I’m very impatient, which drives my team mad as I always want everything today.

Who have you learnt most from in your retail career?

My wife Dawn has probably helped the most while running GettingPersonal.co.uk - she has been able to give fresh perspective from a real customer point of view on our shopping experience and also product lines to develop.

What advice would you give someone starting out in retail?

Make sure you have products that everyone loves and always look at everything from the customer’s perspective.

What keeps you awake at night?

I sleep very well due to my kids getting me up far too early.

What’s the most satisfying part of your job?

Coining a product idea, producing it, seeing it sell and then reading delighted customers raving about it.

What’s your proudest achievement?

My two children and in business terms - creating a business from scratch and within five years delivering sales of £10m.

What job would you have done if you hadn’t become a retailer?

I did apply to the police force when I was very young, but my poor eyesight let me down.

What’s your favourite shop and why?

The Apple Store - it is a magical place for a gadget lover like me. The simplicity of the product design is reflected perfectly in its retail store.

What was your last purchase A new iPhone 4.