Spirit of Independence: Importations Guay Limitée’s customer service with a family feel

logo-and-bottle

The Moodie Davitt Report brings you the latest column in our Spirit of Independence series, in association with Tito’s Handmade Vodka. The series focuses on family, independent, entrepreneurial companies in travel retail, and on the personalities that lead and shape them. In this edition we speak to Importations Guay Limitée Vice President Justin Guay, whose family company runs one of the leading land border duty free operations on the Canada-US border. [This column first appeared in The Moodie Davitt e-Zine.]

The Moodie Davitt Report: Where were you born and raised? 

Justin Guay: Montréal, Canada.

Tell us about your early career, and about how and when you entered the duty free business.

Most land border duty free shops in Canada are family owned and operated. They are transitioning to second- and third-generation ownership.

I began working in our family’s shops in 1999, and have covered almost every position that we have. I began by cutting the grass and standing at the GST [tax refund] counters and cash registers. I then worked as a floor manager, and gradually participated at every level of operation – eventually becoming Vice President of the organisation.

image001
Justin Guay (pictured at the IGL store): A “family feel” to customer service

What was it like back then?

We used to have more customers in the store because of the GST rebate programme. On some days I remember being part of a six-member team behind the rebate counter, and the queue would snake through our alcohol section and beyond the store entrance.

I remember that customers used to purchase larger amounts of tobacco – the price then was 24% of what it is today.

Border security and passport requirements have increased considerably. When I was younger it was normal to cross the border without showing any ID. Now we have dedicated Nexus/Global Entry lanes – passports are required otherwise.

Has the business changed  much in recent years? For better or worse? 

The business has changed in general. Consumer demands and trends have a large effect on our sales. Some brands that used to lead our sales ten years ago are now just average items.

Categories have changed as well; the demand for luxury items has increased. Today I spend the majority of my time on the sales floor behind cosmetics counters.

image003
Shifting tastes: The rise of cosmetics as a category is a key development of recent years

If you had to name one highlight of your career to date, what would it be? And a single low? 

One highlight that stands out among the rest would be my work in Haiti. In 2016, TFWA Care and Brown-Forman assisted in my efforts to bring solar energy, education and hydroponics to Streethearts Haiti in Cap Haitian. Next year 79 street kids aged between five and 17 will be given the chance to go to school.

A low point for me is the difficulty that border shops face in attracting some luxury partners, simply because we are border shops. Despite this challenge we have managed to partner with many exciting brands and our store continues to win awards.

Who have been the major influences on you in your time in the industry, and the people you have respected the most? 

My father and some other store owners were pioneers in the Canadian border shop industry. I have seen them stand up for themselves and for their industry countless times over the years.

You are synonymous with your family business. Tell us about your values and those of your company. 

My values include treating everyone equally. Even when celebrities walk into our shops I make no mention of it, and extend to them the same smile that I give to everyone. My goal is for each customer to feel genuinely welcome.

image002
Energy and education: Justin Guay helping street children live a better life in Haiti

In a business dominated by big organisations and big brands, is there still a role for the independent, entrepreneurial or family spirit? How have you nurtured this? 

Yes, absolutely. Our shops employ members of the local community who are by and large from rural areas. Our customer service has always had a family feel about it, and in fact we have employed generations of people from the same family. I think we have been fortunate to be able to share this with our customers.

If you have a philosophy that guides you in your career and life, what would that be? 

A Dr Seuss quote once pushed me to climb to the summit of a mountain in Peru when my body really didn’t feel like doing it: “You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose. You’re on your own. And you know what you know. And you are the one who’ll decide where to go.”

Sometimes people need to be reminded of their potential.

img_5616
The new-look IGL store, which has benefited from recent investment and expansion
Food & Beverage The Magazine eZine