Conversation with… Andy Kerr
Having worked for nearly two decades at ProCook – including eight years as Retail Director – Andy Kerr is skilled at shaping a brand’s growth, culture and customer experience.
As he looks ahead to finding his next senior leadership role, Andy discusses the challenges and opportunities facing modern retail, the importance of sustainability, the role of technology and data, and what the future of bricks-and-mortar looks like.
Tell us how you got to where you are today in retail. What’s been the journey that led you to this point?
I fell in love with retail straight after leaving school. My first role was with a retailer called Past Times which was a popular gift retailer at the time. I started as a Saturday boy whilst at college, a bit timid at first but I loved it so much that I stayed in retail instead of pursuing university and didn’t look back.
Subscribe to TRBOver time, I worked my way up, starting in Yorkshire, then moving to London at age 20, where I ran a few central London stores before becoming an area manager. My career took me through smaller companies like Peacock Blue – similar to The White Company- selling high quality bedding, which was a fantastic experience.
Then I joined ProCook 18 years ago as a regional manager, and I went on quite a journey as ops manager and then retail director for the past eight years. This included opening 50 new stores, developing the service proposition, and leading the brand through significant growth. It was a privilege to work closely with the founder and experience that entrepreneurial spirit firsthand.
Over the past year, what have been the biggest challenges and opportunities retailers have faced in leading retail operations?
The biggest challenge has been managing the rising cost base – things like national insurance contributions, living wage increases, and general inflation. ProCook is proud to be a Living Wage Foundation employer, which is hugely positive but also adds pressure.
To navigate this, I focused on efficiencies – streamlining tasks, deliveries, and processes, and evolving the staffing model to match sales patterns. Despite these pressures, we worked hard to maintain high service levels and value our people – our greatest asset – while balancing cost savings with customer experience.
Technology and data are transforming retail. How have you been using these tools?
I’m a bit of a data geek and believe in the mantra: You can’t improve what you don’t measure. At ProCook, we used a wealth of KPIs to identify small, incremental improvements that added up. I made sure that everyone from store teams to leadership team members understood the numbers and worked toward continuous gains.
We had in-house systems that allowed us to request targeted insights, like sales patterns or customer preferences, and apply tailored solutions. I’ve also seen the rise of AI-backed rota planning systems that make scheduling smarter, freeing up more time for customer interaction. The potential with AI and machine learning in retail is huge.
Sustainability and ethical retailing are top of mind today. What steps did ProCook take in this area?
ProCook was the first publicly listed retailer in the UK to become a B Corporation, which was a huge milestone. Sustainability was ingrained in our culture. Of the many things we did; we adopted a fully electric vehicle fleet, installed LED lighting, reduced single-use plastics by 95%, used recyclable packaging, and re-sourced all graphics with paper based, recyclable materials.
These weren’t box-ticking exercises – they became part of the company’s DNA. Everyone was encouraged to play their part, making sustainability a living, breathing part of how we worked. It really impacted me personally and I hope to take this approach and experience to my next role.
Looking ahead, what do you think the future of bricks-and-mortar retail looks like?
The future lies in immersive, service-led experiences. Customers want human connection, tactile interaction with products, and storytelling – things digital can’t fully replace. I’ve always believed in authentic, one-to-one service, and I think stores that focus on creating memorable, personal experiences will thrive.
Interestingly, pure online brands like Gymshark are now opening physical spaces because they see the value of that connection. With advances in data and AI, stores can become more personalised and interactive. But at the heart of it, customers still want friendly, genuine people who know their stuff to help them make considered purchases.
Who are some of your biggest inspirations in retail?
I’ve always admired entrepreneurs like Anita Roddick, who built The Body Shop on ethics and authenticity, and modern leaders like Ben Francis at Gymshark, who mix passion, ambition, and a clear vision.
For me, leading from the front is key. I’ve always tried to be on the shop floor serving customers whenever I get the opportunity because you need to truly understand the challenges your team faces and the shop floor is where our business happens. Authentic, visible leadership is the foundation of great retail.
