WORDS BY ANITA BODY, IMAGES BY INDIANA ROBERTS
A self-proclaimed “people person” Ruralco’s Retail Manager, Tina Thompson’s focus on helping customers has been a constant theme throughout her working career.
It’s a career than spans more than 30 years in retail and customer service roles in the Mid Canterbury region, with the last 10 being at Ruralco, initially as the Gift and Home ware Manager for the farm supplies co-operative, and later as the Customer Service Manager before taking up the Retail Manager role, which oversees all three Ruralco farm supplies stores, earlier this year.
“Retail and customer service has been my life and I love being able to help customers. Getting to know them, and understanding their needs is key to creating a really successful customer service experience,” she says.
Tina’s previous roles have included retail sales in jewellery, being a retail manager at Mitre10, and as a business consultant for Subway NZ, helping franchises to establish their stores.
Born and bred in Ashburton, Tina comes from a large family. “It’s my biggest focus outside of work,” she says. Tina and her husband, Paul, have five children and five grandchildren, and they spend as much time as they can with them, both here in New Zealand and in Australia when they can.
In her new role, Tina leads Ruralco’s farm supplies store managers for Ashburton, Rakaia and Methven, and a newly created trainee retail sales manager role. It’s a great way for her to support colleagues she’s worked with for many years, and to support the next generation coming through.
“Mentoring is very important. It’s a way of helping to get people to where they want to be, and it is an exciting opportunity within my new role. Looking ahead, I’m keen to mentor and help grow our teams throughout the business.”
Her core focus is always on our local customers and providing the best service possible. Over the years she has built up a client base of customers who come back to see her year in and year. “It’s great having those relationships and being able to help our customers.”
While Tina won’t have as much time on the shop floor in her new role, that focus on customer service excellence will continue to be paramount. “It’s our service which sets us apart from our competitors and it’s something our customers have come to expect and should always receive when they visit any of our stores for their farm supplies.”
She describes herself as a creative person and has especially enjoyed helping customers find the right accessories for their homes. Christmas is a very special time f or Tina – “it’s my favourite time of the year.” So, it is no surprise Ruralco’s Christmas shopping nights rate as one of the highlights each year along with other events such as Ruralco’s Ladies Nights, local fetes, and gift fairs.
Another highlight was when Tina was able to have input into the design of the gift and homeware store during Ruralco’s building alterations due to earthquake damage. “I was part of our move to our temporary store on the main road while the alterations were carried out, and then the move into the new store.”
Tina says despite moving to her new role, she will still lend a hand in-store when required and will also continue to be involved in buying homeware, clothing, and footwear items for the stores.
“Ruralco’s gift and homeware is a special part of the business. It is a point of difference which sets us apart from other farm supplies businesses and it complements the farm supplies offering we have. We have many customers who come to find those special gifts while also shopping for everyday farming staples.”