The retail industry mourns the passing of Raymond Ackerman, who is remembered not just as an entrepreneur but as a pioneer who prioritized customers and the community in his business practices, setting Pick n Pay apart from its competitors.
Ackerman’s legacy stems from turning Pick n Pay from a modest four-store venture into a retail giant with thousands of branches throughout South Africa. This incredible growth was rooted in a distinctive business philosophy. Unlike many other retailers of his time, Ackerman emphasized offering the best value to customers. He introduced discounts on everyday items long before it became an industry norm.
Hugh Herman, who had a long association with Pick n Pay, reminisced about how Ackerman made bold decisions for the benefit of the consumer, such as reducing prices on essentials like bread and petrol. These choices sometimes led to disagreements with the government but showcased his commitment to consumers.
Ackerman’s ethos was also clear in his approach to employment. In the 1960s, he championed racial equality by promoting employees of all racial backgrounds to managerial roles, challenging apartheid laws. His audacity was evident when he appointed the first black manager at a Pick n Pay store in 1969, even meeting with the then prime minister to ensure there were no repercussions.
Beyond this, Ackerman was an advocate against price-fixing and monopolistic practices. He believed in fairness, and his campaigns during the apartheid era highlighted this belief. Pick n Pay shared how he stood against pricing regulations that overburdened consumers and also mentioned a significant court victory in 1986, where the company opposed a government ban on a petrol coupon scheme that benefitted customers.
Another key distinction of Ackerman’s approach was his hands-on relationship with customers. He would personally engage with shoppers, even inquiring why they chose competitors over Pick n Pay, showcasing his commitment to understanding and serving the needs of the community.
President Cyril Ramaphosa commended Ackerman for being a pioneer in the retail industry, noting his fight against the apartheid government’s monopolistic control over goods and his bold steps in promoting black South Africans to senior roles when such actions were prohibited.
Raymond Ackerman’s legacy with Pick n Pay stands as a testament to a business model that prioritized consumers, community, and fair practices over mere profit-making, distinguishing him and his brand in the competitive world of retailing.