Leaders Forum: Glenys Tristram, National Marketing Director, NightOwl

As part of the 2022 Leaders Forum, Glenys Tristram, National Marketing Manager at NightOwl, discusses the emergence of Covid, breathing new life into old stores and improving corporate culture.

C&I: What have been the biggest highlights of NightOwl over the past 12 months?

Tristram: Emerging from the difficult times brought about by Covid and the restrictions imposed on the public and businesses, NightOwl is celebrating a return of customers to struggling stores. We opened new stores and welcomed new franchisees into the business.

C&I: What will be your main priorities for the rest of 2022?

Tristram: We have an ongoing project to update a number of our more regional stores over the next few months. Working closely with operations and our signage partners, we will see stores receive new exterior signage and, in some cases, new layouts and upgrades. Watching new life breathe into some of the older stores is an enjoyable priority.

The NightOwl team is still working to gradually improve the in-store customer experience, so it’s ongoing. But something I’m immersed in and enjoying is designing and implementing our Summer 2022 promotional campaign. It’s still too early to discuss the details, however, designing a campaign that is truly integrated with all forms of media and using gamification to integrate customer interaction is so much fun.

C&I: What is your company doing to meet changing customer demands?

Tristram: I believe our customers basically want good old fashioned customer service. We can become too busy trying to meet the next trending need when what is required is constant vigilance to meet and exceed the basics to bring joy to the customer at the moment of the interaction opportunity.

We are working to improve our training systems, our policies and procedures, but above all our own corporate culture. Ensuring that the needs of our employees are met; we will be in the best position to meet the needs of our customers.

C&I: What does your crystal ball say about the year ahead when it comes to convenience?

Tristram: There is no doubt that the coming year will bring challenges. Australians are feeling the pinch of price hikes on everything from petrol to housing to groceries. Rising interest rates will push customers to be more budget-conscious in their decisions about where to shop and what to buy. That said, companies in the convenience sector will need to be mindful of articulating the unseen value propositions of their core offering.

C&I: What do you enjoy most about what you do?

Tristram: The team we have here at NightOwl Headquarters is inclusive, focused and driven. It’s a joy to come to work and be surrounded by people who love what they do and who are happy to share their ideas and knowledge to move our business forward. What I appreciate the most is the daily interaction and feedback I receive from everyone I hear within the NightOwl Network.

Melvin B. Baillie