Cathy Stewart of L&M Stores in Aberdeen was named Employee of the Year at this year’s SLR Rewards, winning a Red Letter Day of her choosing. We caught up with her, and store owner Leslie Kilminster, to discover what makes a great employee.
Of all the Rewards won at this year’s SLR Rewards, there was none that made the team at SLR happier than the Employee of the Year category. It is, after all, the employees who are the unsung heroes of the convenience sector, providing the link between customer and store.
This year’s deserving winner was Cathy Stewart from L&M Stores in Aberdeen. She has been working in Leslie Kilminster’s 24-hour Premier Store since 2006 and it’s safe to say that she has become part of the fabric of the store.
Hiring her was one of the smartest moves I’ve ever made.
Leslie Kilminster, store owner
“She was the first person I employed when I took over the store,” explains Les. “She had a great pedigree having worked for some bigger retail companies. Today she’s the only full time member of staff I have – 6am to 2pm every day. I think she heads home for a pillow nap at 2pm,” jokes Les.
At 63, Cathy has had a long and rewarding career in retail and it’s not one she’s ready to give up yet. “I love what I do,” she says.
Her background took in stints at Alldays, followed by Mace – which through acquisition turned first to Aberness and then Somerfield. It was at this point she made the move to convenience. “I don’t think there’s a huge amount of difference working with bigger chains to an independent store,” she says. “There is more one-to-one with customers though. When you’re manager of a big store there’s not as much chance for that.”
Rewarding success
Cathy won the Reward of course because of her ability to excel at her job. For the judging panel, her focus on customer attention stood out – she genuinely makes the shopping experience better in the store, and that brings customers in and helps them to spend more.
“It’s important for everyone working in this sector to be nice to customers,” says Cathy. “If you treat them well they’ll come back – it’s not just the shop you have to look after, but the customers too.”
Cathy adds that the relationship between staff is just as important. “Having a good rapport with your boss really helps – and we’re just like a family here.”
Les adds: “The thing I’ve always liked about her is her focus on customer service. She’s very friendly to everyone, but she knows when to be firm too. Not many people can get away with that without seeming offensive, but Cathy manages. She’s just great with customers – people come in just for a natter and that’s part of being a local retailer. Hiring her was one of the smartest moves I’ve ever made.”
This last sentence is crucial. A retailer is only as good as the people that surround them so securing the services of the right team is among the most important things any retailer can do. Finding staff with a passion and commitment similar to Cathy won’t be easy, but no aspect of running a store is easy.
Cathy’s top tips
Be nice to customers
Know that one-on-one service is important
Get to know customers, what they like and dislike
Have a good rapport with your boss.
“She’s fully involved in the store,” says Les. “When she started it didn’t take long for her managerial experience to come through. Before long she was looking after the Menzies order, followed by other orders. She does it naturally, doesn’t have to be asked. Even on holidays she to phones the store to make sure things are running smoothly.”
This experience can also be passed down to younger members of staff, ensuring that Leslie’s store is in good hands. “She does such a good job and it was great to see her recognised for that,” he says. “The awards night was brilliant – the best awards even I’ve ever been to. Cathy had a great time, she was dancing away until after midnight. We were there to support her and we were so happy to see her win.”
Cathy herself says; “It was a great achievement. I really enjoyed myself. The whole event was smashing. It was great of Leslie and the team to put me forward – you don’t get recognition like that at the multiples.”
Ed Sibley, Senior Client Manager at category sponsor him! comments: “Cathy would be an asset to any store. Her commitment to providing the very best customer service is an example to employees across the sector. That wasn’t all that impressed us about her though – the way she approaches work, the passion, commitment and leading example she sets makes Leslie Kilminster a lucky man to have her in his store. It’s people like Cathy who make local retailing so special.”
Back in the store and the customers that Cathy speaks to on a daily basis were queuing up to find out how she’d got on, after they’d been told she’d been shortlisted. “The reception she got back in the shop was great,” says Les. “Even now, she’s still being asked about it by customers.”
As for Cathy’s reward – she’s yet to choose her prize, but has narrowed it down. “There are a few things I’d like to do. Perhaps a trip in a hot air balloon, or you never know, maybe one of the track days. I do like driving fast!”
Whatever you choose, Cathy, you deserve it!
