STU’S VIEWS PART 9 Column
September 2025
ertonline.co.uk
It’s the same in retail. Customers don’t just want the latest tech; they want confidence in where they’re buying it from.
It gives customers
a reason to trust you and want to come back again and again.
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Beyond the Sale We’ve never thought of ourselves as “just a distributor.” Our role is to be a partner to both the supplier and retailer, providing knowledge, service, and support that goes far beyond the transaction. Retailers have the same opportunity. A sale is only the start; loyalty is built through ongoing service, honest communication, and genuine care for your customer’s needs.
Relationships outlast promotions or discounts, and in a competitive market, they’re what will set you apart gaining you recommendations and repeat business.
By Stuart Tickle, Managing Director at AWE Europe W People Power
Every interaction comes down to people. An honest, knowledgeable and enthusiastic team member can turn a casual enquiry into a loyal customer for life. That’s why, at AWE, we’ve always put huge emphasis on training and
hen I think about what really makes businesses succeed in our industry, it’s not just the products on the shelves or the price tags attached to
them, it’s the people behind the products, the values that guide decisions, and the way we build relationships that last. In short, it’s culture. For me, culture isn’t something soft and fluffy,
it’s demonstrated in the way we do business and rooted in my Christian belief.
Products
change, technologies evolve, but it is important to me that people and values come first, with the great customer and supplier experience being the end result. It leads to authentic interactions that go beyond a sales pitch – it’s about building lasting relationships.
investing in our team, as well as the retailers we partner with. Confidence and expertise at the point of sale make all the difference, and it’s our desire to help your team succeed where others may fall down. This year, we’re marking AWE’s 90th anniversary, and it gave us the chance to pause and reflect. We’re celebrating with a series of videos featuring our team sharing what they love about AWE, the industry, and their experiences over the years. It’s inspiring to hear the passion and pride from across the business, and it encouraged me seeing that our culture is what carries them forward, not just through the good times, but through challenges too.
Value Talant Shared values do not replace talent entirely! At AWE, they are combined with an enthusiasm and passion for
A Culture-First Approach it
So, I see good values as an essential way to do business, but
is also a competitive
advantage. Investing in the right people and thinking beyond the immediate sale creates resilience and loyalty that no discount sticker can match. Technology may grab attention, but it’s people who persuade, values that endure, and relationships that last. For us at AWE, culture has been, and will always be, at the heart of our success – and it’s also what I believe can help retailers stand out and thrive in a competitive market.
technology along with a
commitment to quality service. These principles guide how we work every day and are why so many of our retail partners have trusted us for decades.
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