Romilly Newbound, Company Director at Back in Action, talks about the importance of health and ergonomic products as well as concerns over high street retail.
Meet Romilly
I’m the lead of creatives, people and the smooth running of the business. I ensure our exceptionally high standards for compassion, expertise and care are maintained in all areas of the company.
Recent investments?
Our primary investments at the moment are into infrastructure and tech so that when high street retail hits more buoyant times we will be able to easily handle higher volumes without compromising on the quality of our service.
Future plans?
We have many! But the most exciting all involve greater outreach to customers through our stores. High street retail is a tough market but the online world can’t replicate it. We want to ensure we are still here for many years as ergonomic products HAVE to be sat in to be chosen well.
That said, we understand the power of the internet so we are working closely with our tech team to hone the website to be an incredible resource for everyone who can’t get to a store. Our website combined with our phone advice already has a 98% success rate at helping people choose the right chair, we want to get that to match the in-store rate of 99% / 100% (although experience wise it will still be more enjoyable in store where we are do postural training and give you the fabrics to touch and play with).
What is your mission?
To solve back problems for people at every budget from £30 to £3,000. We have solutions at every stage and when combined with our advice and feedback, it’s a perfect combination to create actual change.
Back in Action was set up in 1987 to help people manage, prevent and treat the symptoms of back pain. Our four great stores in London, Amersham, Bristol and Marlow have an incredible range of stylish, therapeutic furniture that will compliment any home or office.
Our greatest asset is our staff and team of specialists, all dedicated to giving you the time, care and attention necessary to help you beat back pain. We’re crazy about them, and we think you will be too. Our aim is to not only relieve the symptoms, but to address the causes of back pain to give you a higher standard of living.
To many, back pain can sound like a simple, even minor problem. But as those who suffer its effects know, it’s often much more than that. In fact, many of our staff started their relationship with Back in Action as customers and subsequently decided to join the team, so they’ve got a pretty good idea of what you’re going through. They’ve been there themselves.
We know that back pain can mean stress, irritation, sleepless nights, loss of appetite, anxiety, poor concentration both at home & at work, as well as having to miss out on your favourite activities. Over the last 35 years we have helped thousands of people lead happier, pain free lives. All in all, we’re pretty proud of what we do and the people we work with. Our team is the core of our business.
On sustainability, what is your business doing on this topic?
So much! Our products are from some of the world’s most sustainable brands, we use the UK’s most ecofriendly delivery company and we maximise the sale of exceptionally long-lasting products to ensure minimum landfill. We also stopped using plastic bags around 10 years ago and use biodegradable ones instead, while all our electricity contracts we pay for renewables. The list goes on and we’re proud of the work we are doing to be a more sustainable business.
How has recent business been? What trends are you noticing?
Retail is slow. The middle income customers are more cautious about spending on health and companies aren’t investing as much in the wellbeing of their team. Naturally, it’s short sighted as we know great furniture can reduce absenteeism and reduce staff turnover, but companies are cautious to spend the extra at the moment.
For the companies that do, we really see them getting the ROI they were hoping for. Back pain related absence in our own company is less than 1% despite a greater average intake of back pain sufferers.
What would you change in the industry?
I would like to see tax relief for bricks and mortar retailers. This would make it easier for those of us investing in a high street customer experience to be able to exist alongside the online only companies who have much lower overheads.
What challenges do you currently face and how are you overcoming these?
Running costs are incredibly high so we have to be clever about marketing spends and storage.
Brexit has added significant extra import paperwork and costs which are a problem for companies of all sizes but especially those importing a very varied range of items.
Do you have any staff you would like to pay special thanks or recognition to and why?
All of them – our team are diligent, hardworking, compassionate and caring. We and our customers are lucky to have them.
Why do you think customers choose your business?
Because we care, genuinely rather than just saying it. Looking after people is at the core of everyone who comes to work for us. Sometimes in business things go wrong and we have a team who even in those situations will do everything to make it right.
