Martyn Birks talks to Channel4.com about expanding the Poundworld empire, the rise of the pound store and the importance of grasping opportunities
What does your usual job role entail?
In my role as Marketing Director, I oversee all advertising, marketing, promotions, public relations and point of sale. 50% of my time is focused on new store openings; I plan the adverts, make sure all the point of sale material is in place along with all the promotional material for the grand opening. I also book entertainers or celebrities for certain openings.
Poundworld have opened a huge number of stores in this past year alone, whilst many other brands have done the opposite. Why do you think the business has been able to expand so quickly?
Pound stores are very popular in this climate, the snobbish attitude is long gone - people now like to brag what they've purchased in the pound store. We have a great advantage as we have offices, staff and distribution centre in China. As we have so many stores we have very strong buying power and we offer lots of top brands including Cadburys, Coca Cola, Britvic, Heinz and Johnsons.
You were sent undercover in the business by CEO Chris Edwards. Why do you think you were picked for the task?
Chris sent me to work undercover because he is too well known in the stores. We go back over 25 years; I worked with him in the early days and I believe he trusted me to deliver an honest verdict on my journey undercover.
Did you have any reservations or expectations about being an Undercover Boss?
I was concerned about been recognised as I am well known to a lot of the staff. I also know most of the truck drivers and all of the Area Managers, but we managed to select stores that I hadn't visited and Chris made sure that the Area Managers weren't around. I really didn't know what to expect.
Will your experiences of going undercover make a considerable difference to the running of the company?
Yes. It will make a considerable amount of difference to the running of the company. When I was undercover staff spoke to me more honestly and divulged things that will help us improve staff morale and facilities, which in turn will improve the business.
Finally, do you have any advice for the bosses of the future?
Yes, grasp the opportunity and you will be amazed at what you'll learn - it's certainly been an experience I will never forget! They are long days [going undercover], one day I worked 18 hours solid being filmed and I was on my feet most of that time - make sure you have comfortable shoes!
