Strong store managers regularly solicit and respond to feedback from their customers. Leon takes that two-way communication a step further, engaging with shoppers on a day-to-day basis in store and also inviting customers to take part in focus groups to gauge their interests, satisfaction and concerns.

Leon is a keen listener during those informal but insightful gatherings, as he talks with select shoppers across a diverse customer base to pinpoint areas of opportunity or pockets of disappointments. He keeps a record of all customer comments and suggestions, in fact, to ensure that their thoughts are taken seriously and addressed where possible. To Leon, this is the most accurate form of research.

That research has proven helpful in differentiating his store from the 13 direct competitors in a six-kilometer radius. For example, as shoppers expressed their desire for fresh offerings, the store’s “Fresh Convenience” focus has led the fresh ratio contribution of sales to surge to nearly 40%. One of his key tactics is to offer unique fresh products while maintaining value for customers, backed with exceptional customer service that shoppers say they notice and appreciate.

Associates are pivotal in conveying the Fresh Convenience motto, and Leon communicates that mantra to teams regularly through daily and weekly meetings as well as his frequent walks around the store. During these meetings, the leader shares other key messages, such as using the term “guest” to refer to shoppers as a reminder of service excellence.

In addition to motivating associates to better engage with customers, Leon strives to make employees’ workplaces as productive and rewarding as possible. He has empowered team members by eliminating many processes that require management approval, instead using a series of checks and balances to create a culture of trust and respect. His genuine concern for the well-being of people who work together in his store, which starts on the floor and extends to morale-boosting team outings, is appreciated and has effectively decreased employee turnover. Beyond the store, Leon is an advocate for corporate responsibility and leads by example, often taking part in local charity events.

While he is all about improving service and experiences, Leon is a practical store leader, too. Thanks to his focus on cost controls, his location has been able to sustain a healthy bottom line, even amid rising operational costs, especially in electricity, rent and wages.

Leon’s attention to detail across the operation’s people, products and partners has been built on 13 years of experience working for SPAR stores. He has been recognized internally with a SPAR Young Achiever Award and a KWIKSPAR Store of the Year Award.