Bakers staff policies contained more surprises. The uniform that had hardly changed since day one has now disappeared. Moreover, teenagers now get young shop assistants, and staff in the sports departments are themselves sports fans in trainers. As Baker explains, How can you sell jeans if youre wearing a black suit? Smithsons has a new identity, and this needs to be made clear to the customers.Shes also given every sales assistant responsibility for ensuring customer satisfaction, even if it means occasionally breaking company rules in the hope that this will help company profits.

Rowena Baker is proving successful, but the Citys big investors havent been persuaded. According to retail analyst, John Matthews, Money had already been invested in refurbishment of the store and in fact that led to the boost in sales. She took the credit, but hadnt done anything to achieve it. And in my view the companys shareholders are not convinced. The fact is that unless she opens several more stores pretty soon, Smithsons profits will start to fall because turnover at the existing store will inevitably start to decline.

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