Ed Turner (right) is managing director at Young & Co’s Brewery and Geronimo Inns. He is  responsible for the marketing, recruitment, training and commercial business. The full version of this article appeared in Impact 7 (2008). 

“As commercial director, I’m very much hands-on, much more than in a larger corporate organisation. I take care of purchasing, training and the pub set up from EPOS to fridges to marketing to ensure our customers receive the right messages.

Wth regards to our EPOS, when I joined Geronimo in 1999 we had a standalone set up.

I wanted a complete EPOS system and looked at what was in the market. IBS ticked the right boxes and have proved to be a very responsive company, very helpful.

They do things with a certain smile and have provided us with a fully integrated system and on-going support.

From our perspective, stock control is critical to our ability to perform. Our management reports tell us where we’re at and how promotions are doing, what are our staffing levels and so forth.

The system is essential to helping us understand the impact of our activity and our people. It’s this infrastructure that helps us constantly perform at the top of our game – and will keep us flying the Geronimo flag as high as we can, wherever we travel with our pubs.”