Cash Generator retail franchise enters new era

The UK’s biggest buy, sell and loan retailer appoints a new Managing Director to further drive the company forward

Cash Generator is experiencing an unprecedented period of growth, with 2012 another record year for the retailer. Achieving a major milestone, Cash Generator last year opened 40 new stores, surpassing all competitors to become the UK’s biggest buy, sell and loan retailer, with a total of 224 stores across the UK.

2013 marks a new era for the retailer with the appointment of a new Managing Director to further drive the company forward. Looking to build on Cash Generator’s successful growth over previous years, new Managing Director Allan May has already put in place a new structure to support franchisees across the network. A new senior team has been brought on board to increase the efficiency of the operational, marketing, HR and finance departments and ensure franchisees are receiving the best possible support to help drive their businesses forward.

Organic growth
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With a strong retail background, Allan is well placed to drive the Cash Generator business forward, and comments: “2013 will be a year of organic growth. The business has experienced phenomenal growth over the last two years and we now want to consolidate that and focus on building brand awareness and recognition among savvy consumers looking for a smarter way to shop.”

With close to 40 per cent of the franchise network already operating multiple locations, Cash Generator is expecting further existing franchisees to open additional stores this year. Some of the retailer’s most successful franchisees celebrated new stores opening last year.

Bolstering his portfolio of stores across the Midlands, Mike Ashwin last year opened his seventh store in the town of Tamworth, demonstrating what can be achieved with the discount retailer. Previously a farm manager, Mike ventured into franchising 12 years ago when he opened his first Cash Generator store in West Bromwich and his entrepreneurial flair has ensured that each store has become a resounding success.

Allan Whittaker also celebrated opening his third store in three years in 2012. With existing successful stores in Partick and Clydebank, Allan launched his most recent store in Dumbarton. With his latest store, Allan now believes he is well placed to serve residents across the west of Glasgow, and comments: “I now have three stores within 11 miles of each other, so I can serve customers across a wide area. Being in such close proximity means I can easily visit all stores in the same day, so that I can ensure they are efficiently managed.

“I am very proud of what I have achieved, but like anything, you get out what you put in. Cash Generator will support you all the way so for those that are committed, driven, hardworking and have a desire to succeed, they will reap the rewards.”

Extra incentive
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While they are all self-motivated, franchisees also have an extra incentive to make their stores a success through the retailer’s incentive scheme. Cash Generator’s Platinum Club is an initiative set up by the retailer to reward the best performing franchisees and seeks to drive competition and improvement within the network.

Each year Cash Generator sets a challenge for all franchisees, and awards the winners with a fabulous prize. In 2012 the retailer set the target as greatest improvement in retail contribution and divided stores into 11 groups based on their previous performance.

The franchisees who drove the greatest improvement in contribution across the 11 groups are now looking forward to a five star, all expenses paid, four night stay at the world renowned Bellagio hotel in Las Vegas, with highlights of the trip including top shows at Caesar’s Palace and lots of fine dining.

Designed to recognise and reward success, the annually run Platinum Club aims to encourage franchisees to drive their business forward. It is a welcome scheme for franchisees such as Paul Shannon, who operates three franchises in Lancashire, and is one of this year’s winners.

He comments: “The Platinum Club is such a great part of Cash Generator and is just one of the ways that it supports franchisees. Every franchisee wants to make their business a success, but to be rewarded in such a fantastic way by Cash Generator just makes you more determined to make it even more successful.”

All Cash Generator franchisees benefit from the retailer’s national marketing activity. 2012 saw the introduction of Chris and Gary, two memorable Cash Generator characters who fronted a national TV advertising campaign for the brand. Centred around promoting brand awareness and educating consumers on the buying services offered by the brand, the campaign was a triumph, and can be attributed to helping increase buying activity across the group by 23 per cent last year.

National advertising
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The retailer is continuing to invest in the brand over the next 12 months and this year will see its biggest ever year for national advertising, with a new TV campaign supported by national press and radio advertising.

In a challenging time for retailers, Cash Generator is a rare success story. The retail landscape has changed dramatically over the past few years and there has been a huge shift in consumer spending and shopping habits. Cash Generator has ensured it is well placed to deal with changing consumer trends through the many different services it offers, ensuring there is always something the consumer wants. Its unique business model of offering multiple revenue streams is the foundation of the continued success of the brand and why it continues to thrive in a challenging economic climate.

Providing continued support and training to all of its franchisees, Cash Generator continues to invest in the brand to ensure it remains an attractive proposition for those looking for a new challenge.