Overseeing one of PCC Natural Markets’ newest locations can be a juggling act. PCC Edmonds opened in September 2008, and store director Matt Smith has been there since the beginning. Dealing with scores of people, helping employees grow and setting priorities are among the keys to running a successful grocery business, he said.
Q: How, or why, did you decide to open your business?
A: PCC Natural Markets had been considering locations to the north of Seattle for some time and staff members who were aware of the old Albertsons location (closed in December 2005) talked it up as a location with great potential. Soon after, the city of Edmonds was said to be a proponent of our coming to Edmonds. When I became aware that PCC would need a store director for this site, I made our CEO, Tracy Wolpert, aware that I would be interested.
Q: What convinced you that this was the job for you?
A: I have always wanted to live and work in a waterfront community like Edmonds. I had spent the last 20-plus years in south King County and was ready for a change and the challenge of opening a new facility.
Q: What does it take to blend your passion with your livelihood?
A: Grocery got into my blood as a teenager and over the years filled my work life with many exciting opportunities. These opportunities included coming on board with the largest natural foods cooperative in the United States (PCC) in 2001 and opening a new store for them as well. I appreciate the fact that I can feel good about the products that we promote being free of harmful chemicals, hormones and/or highly processed ingredients.
Q: What are the crucial elements of success for your business?
A: Key to success in this industry – as it is in most retail operations – is providing a consistently high level of customer service. We also must provide superior quality in our perishables and remain open and alert to trends and items that our customers desire. Last but not least, PCC places great value in its staff and believes in paying fair wages and providing good benefits, as well as maintaining very positive working conditions overall.
Q: What has been your biggest challenge and how did you meet it?
A: When we opened the store we had a monster influx of sales. Shortly afterwards, the economic downturn hit and sales from one month to the next differed dramatically. We responded by transferring many staff to other PCC stores to maintain their employment, and continued to focus on providing superior customer service and perishables. In the first quarter of 2009 the economic situation eased and we saw our customer base grow again.
Q: How did your friends and family react when you told them you were getting into this business?
A: My greatest concern with making the move to Edmonds from south King County was that my two teenage sons still lived in Maple Valley, making it a bit of a drive to connect with them. Before I made the decision I asked them how they felt about it and they gave me their full support. That was all I needed. Since then my sons (now 21 and 23) have both moved to Alaska, so the distance between Maple Valley and Edmonds pales by comparison.
Q: What motivates you?
A: I find it very motivational when I see the focus of our labors come to fruition: ideas paying off, positive responses from customers. It’s also great to run 5 or 6 miles and still be able to walk the next couple days.
Q: What personal abilities do you think in needed to excel in this business?
A: Wow. That is a very broad question. Reading about Steve Jobs would prove to you that maybe you don’t have to even be good with people. He just had vision and incredible tenacity. In my business you must be able to deal effectively with scores of people challenges. You must be able to garner the support of your staff by building relationships, coaching for optimal performance and eliminating unacceptable behavior. To your customers and staff you need to be capable of exercising empathy and understanding as well. Perhaps the most difficult of all, we need to listen and discern/prioritize into action items those points that have merit.
Q: When you’re not working, how do you enjoy spending your time?
A: Some of my favorite pastimes outside of work are running, hiking, cycling, swimming, motorcycling, skiing (best to steer clear of any run that I am on) and spending time with any of my four grown sons. Lately I have traded some TV time for reading which has been great.
PCC Natural Markets
WHERE: 9803 Edmonds Way, Edmonds
PHONE: 425-275-9036
ONLINE: www.pccnaturalmarkets.com
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