Changing times

Twenty-nine years ago, when Tony Solomons joined Waitrose, did he imagine he'd one day enter a shop with grass on its roof and IT in its tills?

That customers might check its opening hours using their mobile phones and order 'meal solutions' wirelessly from home?

At Waitrose Bracknell that future has arrived, and Retail Director Tony agrees he's been 'lucky' to play a role in making it happen.

Today he steps down from the job he's done since 2007.

The shop - which opened last November - is the division's greenest to date and a showcase for its latest concepts, making it the perfect place to ask what's surprised Tony most during a career spanning almost 30 years.

'The impact of technology,' he reveals, 'because I didn't anticipate the speed or scale of that change and the momentum it would bring.

'We've moved from scanning and the internet to the launch of smartphones and remote devices such as the iPad.

'I've also been surprised at how customers' tastes have become more cosmopolitan, the range and quality of our fresh and ambient assortments and the fact that so many products can now be bought all year round.'

At the 'sharp end'

Tony joined Waitrose as a management trainee in 1982, after six years with Associated Biscuits. Within 10 months he was appointed Assistant Branch Manager at Waitrose Wokingham.

Branch manager roles at Wantage and Windsor followed from 1985 before he was made Operations Manager, Group A, in 1988.

Tony's career has taken him from Personnel to the Supply Chain but he admits that selling has remained his first love.

'It's what I joined the business for,' he confirms, 'and I still get a buzz from seeing our branches' sales, profits and Partners reaching their full potential.'

Those years in the 1980s at what he describes as the 'sharp end', dealing first hand with customers and being part of the frontline branch operation, have been crucial to the way he's worked since.

Customer's-eye view

'It gives you such good experience of how our business works: the processes that make it all happen and what Partners do to serve customers so brilliantly. It's taught me that you must always think about how things look through the customer's eyes.'

'We strive to give customers an outstanding experience whenever and wherever they shop, regardless of which format or channel they use,' he explains. 'That's hard - but the reputation we've built is because of the remarkable job Partners do.'

Tony is clear that Waitrose.com complements the instore experience. Even as online grows, he thinks customers will still value the 'sociability' of visiting our branches.

'The friendly, calm environment we've created sets us apart, together with our great products, value for money and the trusted service we offer.'

A business transformed

He leaves a business transformed from the one he joined.  'In 1982, we were a medium-sized supermarket chain with 74 branches in the south and an annual turnover of nearly £500m,' he recalls.

'Now we're a 272-branch multi-channel, multi-format operation with shops outside the UK and an annual turnover of more than £5bn.'

Tony is confident that Waitrose is well-placed to handle the difficult years ahead.

'The scale of this recession has definitely focused Partners' minds,' he says, 'and we've become more agile, forward-looking and ready to take risks.

'As a long-term business, we're also very clear about what we stand for: we understand our customers better and they understand us, too.'