Page 4 - July 2020

who’s who in retail

MEETS

Eren

Çamurdan

CEO OF BOYNER

Q. Given the current market conditions, have you had to Q. What do you make of social media and its prominent rise
alter or re-evaluate your key objectives over the coming in importance over the last few years, and how important do
12 months? you feel e-commerce and online activities will continue to be
A. Due to the Covid-19 outbreak, we have revised the goals set at in the wake of this outbreak?
the beginning of 2020. We established three new stores as per our A. The fact that customers can reach out to their favorite brands on
investment plans in the sector; we will re-evaluate the opening of social media is increasing the value of this channel every passing day.
our other stores based on the progression of the pandemic and the During the pandemic, social media has been the most crucial medium
opening schedule of the shopping malls. We will focus on providing for brands in establishing direct contact with their consumers. At
the necessary sanitary conditions and safety to our customers and Boyner, we want to show that we are side by side with our customers.
employees, both during this period and in the following months. To highlight this, we have created a new world in our social media
accounts with the motto “Boynerle hayat eve sıgar (Life is good at home
Q. How would you say the Covid-19 outbreak has affected with Boyner)”. In the coming weeks and months, we will continue to
your business in the last weeks and months? share inspiring posts and will be with our customers at every moment
A. In the retail sector we were deeply impacted by this period, as we of their lives through our social media accounts.
temporarily closed our main stores. At this stage, we are experiencing
a controlled normalisation process in the stores which we have Q. What would you consider to be your career highlights?
reopened with our “contactless retail” concept and the highest level A. While I was studying at university, I started to work at Altınyıldız
of hygiene measures. We aim to minimize the impact of Covid-19 Mensucat ve Konfeksiyon Fabrikaları A.Ş., a Boyner Group company, as an
with innovative retailing concepts that we develop by prioritising the intern and have since worked in different positions from product supply
health of our customers and employees. to marketing and sales without giving up. The experience I gained in those
positions played an important role in devising many innovations with
Q. What key leadership skills do you feel are the most my team during the establishment and development phase of AY Marka
important in the current retail climate given the pandemic? Magazacılık A.Ş. and in placing the brand in its rightful position today.
A. Retail leaders need to understand new customer demands and
expectations that will crop up under the influence of the pandemic Q. How are you feeling about the 12 months ahead?
and manage innovative concepts to be designed accordingly. We have A. The first quarter of 2020 started positively in terms of retail.
to be flexible, fast, and focus on opportunities without disregarding Although we had to revise our plans in the wake of the outbreak, I
the precautions. think the whole sector will rebound in the last quarter of the year.

Q. As a leader, when making key strategic decisions in these Q. Do you have any words of warning for the industry as we
unusual times, what proportion of the decision do you feel is head into unchartered territory?
fact-based and what proportion is instinctual? A. With the pandemic, new responsibilities and duties have emerged
A. Fact-based notions shape our thoughts as we make our decisions. for the brands. People now need brands that are more sensitive to the
However, intuition is also crucial. Leaders with strong intuition natural resources of the world and life on earth. During these dark hours,
guide societies with their vision of the future. When making any we should constantly communicate ourselves and explain that we are on
decision, I evaluate the facts and think back on my experience. Then the same side with the customers. We should emphasize being better
I pay attention to my intuition. My inner voice always shows me the brands, should try to spread goodness and communicate goodness.
right way.
Q. Any final thoughts or anything else you would like to add?
Q. Do you feel that a leader can still be transformational A. When this pandemic dies down, the customers will rate the brands
and authentic? by analysing which brands have supported them and have added value to
A. Being a good leader requires bundling many different features their lives. In the new period, the customer profile will also change. For
together. Being original and open to transformation are some of the customers, the stories of the brands and the actual stories and contents
essential bits of it. I can say that leaders, who are innovative and highly of the products will be important. We think that a new customer profile,
motivated, boast a strong vision, empathise and leave a mark, can which is acting on a feeling of whether it is worth buying a product rather
inspire me and others. than just consuming it and is looking for new meanings, will emerge.

04 RETAIL & LEISURE INTERNATIONAL JULY 2020