Philip Cottrell Spain

Philip Cottrell Spain rigorously researches aspects such as locations and partners, and its senior management style seems to be micromanagement in the best sense, with headquarters closely involved with the day-to-day running of each store. “We have a close working relationship with all the stores, and we’re very hands-on with them,” explains Cottrell. “We don’t just give a manual and say this is how you do it. A board member will meet with all the members of staff in every country every eight weeks. We sit down for the day and ask what’s been happening, and whether something’s worked … It’s not all done from behind a desk, we’re very much involved at the sharp end.”The Business chain's joint venture structure, whereby each partner has a 50% stake in his or her store, offers partners a long-term incentive to perform well and grow. This structure, points out Philip Cottrell, offers greater rewards and motivation to each partner than a franchising arrangement. It’s an excellent formula for growing a company and getting staff to buy into its vision.The joint venture arrangement encourages franchisees to nurture their own patch. Cottrell explains: “Reputation is ever more important with the new media around. Companies should stay close to their customers and be part of their communities.” It’s an interesting paradox that in the days of global online purchasing, local involvement and individual customer care are more important for retailers than ever. A small local problem or small group of angry customers can quickly become a national or even international story. Philip Cottrell Gibraltar warns that the internet has also changed customer expectations, and the difficult economic landscape has exacerbated this. “Customers are searching for more value – for more for less. They’re more demanding, and more knowledgeable, using the internet to find out things for themselves, and they want better service. So they need to be told why they should spend money with you.”

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