A major oversight for many businesses when attracting new customers is not employing staff who represent their target customer base, one prominent business leader suggests.
By its very name, Mister Minit suggests a very male-dominated business. And indeed, its core services of shoe and watch repairs, key cutting and so forth have traditionally been associated with male workers.
However, as the company’s Australian CEO Mark Rusbatch explains, the opposite is actually true – more and more women are becoming franchisees in the business, because of the alignment with Mister Minit’s core customer base.
“The historical shoe repair industry has been very male-dominated, of course. Most people have this image of what a shoe repairer should look like. However, there is nothing inherently in the work that requires you to be a male. Nothing at all,” he explains.
“We’ve got a good sprinkling of female franchisees. We have strong representation in terms of the leadership team of females.”
According to Mark, 70 per cent of Mister Minit’s customers are female, and so it can be a good match to have women serving this predominantly female customer base.
“Sometimes, not always, I think female customers, especially if they’ve got a lovely pair of Luis Vuitton shoes or whatever, quite appreciate the fact that there’s a lady on the other side of the counter,” he says.
Hear more insights from Mark on a range of business issues, from customer service and increasing foot traffic to digital disruption and franchising, on the My Business Podcast below:
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.