How was 2020 for Godfreys? What were the highlights? What were the challenges?

As leaders in cleanliness and hygiene, we found ourselves in a particularly unique position in 2020.

With COVID-19 on the rise, the Godfreys leadership team were determined to offer our support and expertise, not only within our business but through a continued commitment to our customers.

To achieve this, we had to push through despite disruptions. With staff working from home, our business processes and procedures had to be adapted, while store closures and changing restrictions affected daily retail operations.

Like all Australians (and indeed, the world) we persevered, ‘banding together’ from a safe distance to support one another.

In spite of these challenges, our brand position continued to grow. Through our various divisions, the implementation of our strategic plan has ensured continued growth in 2020 and success for our people and the Godfreys brand.

Even though the Australian economy faced a battle like never before, Godfreys continued to invest in infrastructure, new innovative products and additional team members for the strategic growth of our company.

What will be the immediate focus for the Godfreys in 2021?

We have several exciting initiatives in the pipeline, which we believe will forge new ground for the industry.

Our immediate focus is to continue investing in our people, as they are the heart and success of our company. Our team members are excited to play their part improving the cleaning industry.

Godfreys’ Pullman range will continue to be a key focus within the commercial market. Pullman provides consumers with a high quality, certified and cost-effective cleaning solution.

We’re also excited to launch several new products to our distributor and corporate networks.

Did you notice any changes in customer behaviour in 2020? How did Godfreys respond to these changes?

Traditionally, our industry has been heavily focused on price. However, this year, we noticed an increased need for more support and education around our products, especially with our wholesale and commercial customers.

We responded by supporting our team members to build on their knowledge. This training allowed them to provide superior help and advice when assisting customers, an approach for which feedback has been very positive.

What challenges and opportunities do you see for the industry over the next 12 months?

A COVID normal will be something we will all need to adjust to. Organically, our industry should prosper as cleaning is a frontline battle to ensure our environments are cleaned and sanitised.

An improved focus towards preventative cleaning, proper sanitation and education will shape a different pathway from what our industry traditionally has seen.

Indeed, the pandemic has transformed the way we operate. How businesses operated 1 or 2 years ago is completely different to the new age we live and work in.

COVID-19 changed many facets and fast tracked the way we need to operate. At Godfreys, we see this as an opportunity to lead the way through the years to come.

What is one issue you think the industry should urgently address in 2021?

Certification and education. Our market has seen many cheap and non-compliant machines being sold and imported for years.

Our industry should invest in machinery that has properly undergone testing and certification according to Australian standards.

This gives our customers confidence, as they can trust our products to be professional, sustainable, and risk-free.

What additional advice or guidance do you have for the cleaning community now and after the pandemic?

I’ve been part of the business for over 20 years and I am proud to consider myself a student of the industry. By continuing to learn and educate yourself, you can learn something different every day.

Adaptation is something we can all lean towards and improve; this only comes from embracing the opportunities that come with change.

If you want to aspire to the highest standard of cleaning, you need to invest time on education and lean towards better cleaning practices. Invest in your staff as they are your biggest asset! Then purchase the right certified equipment. This will separate your before and after results.

Is there a message you would like to share with the industry?

Our cleaners have been on the frontline like never before. Support and help them. Be proud of the hard work they do every day because cleaning has never become so important.

We need to continue to increase our expectations for better hygiene practices and support our frontline workers within our industry giving them the training, knowledge, and tools of trade, so that they can put their best foot forward in 2021.

This article first appeared in the January/February issue of INCLEAN magazine. 

Read the original article here.

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