John Roberts, chief executive and founder of Appliances Online, tells Retail Week about his life working in retail.
What was your first job in retailing?
Direct selling fitted kitchens.
Which retail company do you admire most and why?
In the current market B&M Bargains because of its focus on what its customers want and how they keep it so simple, effective and then repeat it so successfully.
What is the trait you least like in yourself and why?
I swear too much and I dislike it because it’s vulgar and often ineffective.
Who have you learnt most from in your retail career?
The customer. They teach you everything you need to know. Make them the start, middle and end of everything and you won’t go far wrong.
What advice would you give someone starting out in retail?
Fit your business to what the customer wants and is going to need. Work your systems back to provide it and create the art of the possible, however impossible it seems. Customers vote with their credit cards, so build it and they will come.
What keeps you awake at night?
We have five kids so normally one of them. Nothing else.
What’s the most satisfying part of your job?
Reading our Facebook wall every morning and hearing how much our customers love the fact that we love them.
What’s your proudest achievement?
Being placed at number five in The Sunday Times Top 100 Best Companies to work for in the UK this year. Our people are everything.
What job would you have done if you hadn’t become a retailer?
I always wanted to be a truck driver when I was a kid.
What’s your favourite shop and why?
David M Robinson Jewellery. I love watches and aside from making buying them far too easy, they make it an absolute pleasure.
What was your last purchase?
A watch for my brother’s 40th birthday.
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