Management restructures are very much ‘de rigueur’ at the moment as retailers adapt to changing market conditions and look to capitalise on their own strengths.
Electricals etailer AO.com is the latest to switch around its top team as it looks to grow the brand both at home and abroad.
The key changes see Danny Emmett promoted to the new role of UK chief operating officer and Alpay Guener assume the same role in Europe to drive AO.com’s growing business in Germany and the Netherlands.
A few weeks ago I wrote about Ikea having a unique people culture and AO.com falls into the same bracket. It is famously unconcerned by people’s qualifications, or lack thereof, preferring to focus on their outlook, values and personality in the recruitment process.
For those that fit the AO.com mould the opportunities to progress are excellent with Emmett being a case in point. The economics graduate and qualified accountant has been with the business since 2009, working his way up the ladder through roles encompassing operations, supply chain and purchasing.
Emmett’s average time in a role before gaining promotion is a little over a year, which shows not only how highly he is regarded by AO.com’s top brass but how willing management is to advance talent within the organisation.
Emmett will report to chief executive Steve Caunce, another who is steeped in AO.com’s culture having worked 13 years alongside its founder John Roberts.
Roberts, who remains with the business as an executive director, is a passionate believer that AO.com’s culture is a key differentiating factor for the business, more so than price, proposition or range. People tend to stay with the company and become part of the fabric, which in turn motivates them to deliver the high levels of customer service for which AO.com is known.
Naturally, as the company grows, it will need to consider bringing in talent from outside of the business. Guener, for instance, is a native German who joined as a retail director and will now head up operations in Europe.
But with the ebullient Roberts now focusing his energies on innovation and inspiring AO.com’s people, don’t expect the business to lose its sense of self any time soon.