Alex Ashman, Head of group ecommerce at Mobile Fun, tells Retail Week about his life working in retail.
What was your first job in retailing?
I worked for a big BMW showroom in north London, if that counts.
Which retail company do you admire most and why?
Asos, not so much for its products but for its web presence. It has grown incredibly quickly and has a great grasp of all activities that retailers can undertake online that aren’t possible in store. I think it is one of the few to truly ‘get it’.
What is the trait you least like in yourself and why?
I’m a bit of a caffeine addict.
Who have you learnt most from in your retail career?
Probably our chairman, Anthony Cook. His analytical insight into situations is unrivalled.
What keeps you awake at night?
Waiting for the results of my A/B website tests [comparing two versions of the site].
What’s the most satisfying part of your job?
Seeing my new designs live on Mobile Fun’s multiple websites in the UK and internationally is very satisfying, especially after improving and shaping the designs during their development.
What’s your proudest achievement?
Getting a site-wide 8.5% conversion rate from one of my A/B test designs. Otherwise I’m proud of my MSc result.
What job would you have done if you hadn’t become a retailer?
I think I would have stuck with working as a management consultant for media companies - helping long-established businesses to reshape for a digital world is an exciting challenge.
What’s your favourite shop and why?
It’s got to be the Apple shop, as long as it’s not during half term. I have my eyes on a MacBook Air at the moment.
What was your last purchase?
My Samsung Galaxy Note. It’s with me 24/7 and through a combination of Google products and Evernote I can organise my entire life.
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