In Transit 

Woolworth's CEO Andrew Jennings Spills the Beans

It’s full circle for Woolworths Group MD, UK-born Andrew Jennings, who cuts loose over a double espresso at his buzzing Hyde Park branch. After beginning his career on London’s Oxford Street with the Debenhams group, he moved to South Africa to join Greatermans before moving back to the UK to join Harrods and The House of Fraser.

Jennings joined Woolworths from New York’s Saks Fifth Avenue, where he was president and chief operating officer, overseeing some 55 stores across the USA, as well as its legendary Off 5th outlet stores, celebrated for cut-price clearance merchandise (think True Religion jeans for US$79, or Hugo Boss shirts for less than $100).

If the perky waitron knows who Jennings is, she doesn’t show it. She flicks a quick-flash Jozi smile while taking our order before promptly returning a few minutes later, coffee in hand. Although Jennings can opt for the “high-flying boss pose”, he prefers to remain below the radar. As far as the waitron is concerned, he’s just another customer, a white-collar office worker on his coffee break.

Once he loosens up, Jennings “keep-it-low profile” is a telling non-move – he takes customers seriously. The anonymity allows a certain insight into the consumer experience. “Ultimately,” he says, “retail is about the customer. And we have an Internet-based, 80 000-strong customer panel that keeps us up-to-date with the market. So, you’ll now find their influences in things like affordable, quality T-shirts for kids, and lots of 100-per cent organic merchandise and produce.”

Jennings is enjoying his life in SA second time around. “It’s been great fun being back here,” he says. “I love living in Cape Town, and the country offers a large emerging market, so there are huge opportunities. And, from both a retail and lifestyle perspective, SA has really evolved from when I last worked here 25 years ago.”

With the introduction of its food line, Woolworths has earned an enviable position of becoming an integral part of middle-class SA’s iconic lifestyle. It’s one of the aspects most missed by South Africans that emigrate. “South Africans in Australia are always asking, ‘Please bring Woolies Food Stores here!’ whenever I visit that country,” he says.

And ask they should, as Woolies’ pre-chopped, ready-washed fruit, veg and salads are legendary. Sure, other countries have great grocery stores – any number spring to mind, particularly in larger urban centres – but no other country has a national chain, including small-town penetration, with Woolworths’ offering.

Of course, Woolworths offers more than groceries. Its business was built on other aspects, something Jennings is very aware of. “In the food division, we’ve responded to requirements over the past six months to provide great quality, innovation and product – at a great price. We’re running a television campaign that highlights that you can enjoy a great meal for four – with salad, mains, wine and dessert – for less than R100, and consumers have responded, unbelievably excited. We have a global retail recession – there’s no place to hide. So there’s great focus from consumers on value for money.”

Under Jennings’s guidance, great strides have been made in other core areas of Woolworths’ business, like fashion. “On the fashion side, we offer value for money and fashion leadership, working off a ‘good-better-best’ principle. We’ll come out of this recessionary period – it’s only a matter of time – so we’re constantly working towards the future. We invest a huge amount of energy and money in technology. We have massive technology and research departments.”

But the best is yet to come, says Jennings. “We’re upgrading our Sandton City store, which is our flagship, and the new Melrose Arch store is a full-line speciality store, the company’s first three-level store. It’s our jewel box, finely edited and manicured. You’ll find cosmetics, clothing, homeware, food, a tapas bar and much, much more.”

Details: www.woolworths.co.za  

Related Articles Lolly would! 04/05/2010 Shai Evian and Annette Muller 14/04/2010 Monster! 14/04/2010 SA music on a high note 13/04/2010 Making his voice heard - Danny K 13/04/2010

Leave Your Comment