Eliane Kopp didn’t actually want to apply for the position as Deputy Store Manager at Digitec Galaxus. As far as she was concerned, she didn’t meet the job requirements. She applied anyway – and doesn’t regret it to this day. This human dynamo has been on board at Digitec Galaxus since May 2022, travelling at high speed both at work and in her private life.
Eliane, called Eli by everyone, completed an apprenticeship at an electronics store and wanted to get away from sales after a few years. Following some time off in Bali, Eli decided she wanted more – and went on to earn a diploma in business administration. In this interview, she reveals how she came to Digitec Galaxus, why she’s the one who’ll find you the best coffee machine and what she’s passionate about besides work.
Our goal is to make the Zurich store a little better every day. We’re on this journey together and we don’t leave anyone out.
Eli Kopp
They’re very forgiving with me; together we can master anything.
Eli Kopp
What’s the biggest challenge you face in your day-to-day life? Definitely time management (laughs)! I have to write everything down – and even then I’ll sometimes forget something. My team isn’t afraid to check in with me or point out when something doesn’t add up in the planning or when I’ve miscalculated something (laughs). They’re very forgiving with me; together we can master anything.
Thank you, Eli, for the interesting behind-the-scenes.
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Eli, how did you end up at Digitec Galaxus? After completing my diploma in business administration, I applied for various office jobs, but quickly realised that the «typical office job» wasn’t right for me after all. I just don’t fit in there (laughs). But then I saw the job ad at Digitec Galaxus and thought, «Awesome – that’s the one!» Unfortunately, having never held a leadership role before, I didn’t quite fit the job profile. I applied anyway, with no expectations. When I was invited for an interview, I couldn’t believe it at first. The interview was so great; everything just fit. Luckily, my lack of management experience didn’t play a role anymore.
So, you and Digitec Galaxus are a match? Oh yeah, definitely (laughs). At Digitec Galaxus, I have professional prospects and can develop further. We’re all so different here, yet wired the same. No matter what department you work in, we support each other. Everyone’s very motivated and wants to achieve something together. There’s a fire in everyone, both when it comes to working and celebrating. I love that vibe – it’s a perfect fit (laughs). This is something I’ve never experienced before, and I’m so grateful for it.
Eli and I in conversation.
You’re Deputy Store Manager. What are your duties? I’m an all-rounder. During the morning shift, I’m jointly responsible for the stockroom and transfers, and on the evening shift I’m in charge of cashing up. But I provide support wherever I can: from planning to settling the cash register in the evening to working in the stockroom or in the store. That’s all a part of it for me. This makes the job very varied; no two days are the same. I really like that.
What do you value most about your work? (Reflects briefly) Everything! What I value most is the customer contact, which never fails to bring a lot of variety into the working day. I also hold the team in incredibly high regard. Since last May, we’ve recruited six new people. Seeing how it’s all come together so well has been very cool. I always say we’re on the same journey: our goal is to make the Zurich store a little better every day. We’re on this journey together and we don’t leave anyone out. I’m grateful that it all works so well, because our team spirit is top-notch – be it in stressful situations, in the evening when we’re cleaning up, or even outside of work.
You mentioned customer contact in addition to the team. Can you elaborate on that a little bit? Due to the contact with our customers, the job in retail is very diverse, because the concerns are very different in each case. When a customer picks up a product I’d buy myself, I often can’t hold back and will let something like, «Super cool product – I’m a little jealous!» slip out. And boom – that’s how funny and interesting conversations arise. This enriches everyday life immensely. But it’s also a great feeling when we can help someone with a problem. Recently, an elderly lady came by with a box of chocolates because she was so grateful that one of us had taken the time to help her solve her problem. Grateful and satisfied customers are a highlight for me.
Women are outnumbered in Digitec stores. As a woman, how has your experience of that been? Overall, very positive. But I also believe that women who work in the tech industry have quite the strong characters. Since the industry tends to be male-dominated, you have to have thicker skin if you’re a woman. However, you can’t compare the tech industry one-to-one with Digitec Galaxus, as the community is very diverse. The bottom line is I’m respected here and can be myself.
Would you encourage other women to apply to join us in retail? Even if they may not have a background in tech? Definitely! The prerequisite is that you’re interested in the field and are willing to learn new things. And as I said, we support each other here. I’m not an expert in all product categories, either – none of us are. If someone wants to assemble a PC themselves, I’d rather send that person over to the guys because they, unlike me, are pros at it. When it comes to household appliances, be it vacuum cleaners or coffee machines, the customer ends up with me. I promise to sell the person the machine most suitable for them. That’s totally my thing. We exchange ideas a lot in the team, which allows us to benefit enormously from each other. We also learn a lot from feedback from our Community – and we’re happy to share this knowledge with our customers in the store.
Eli in her element: with a customer, on the hunt for the perfect vacuum cleaner.
What are you passionate about besides your job? (She turns around, takes out her phone and proudly shows me her background picture) My car – a pink Abarth 500 (beams). I’m in a car club, and we go on a lot of rides together. In the summer, we were in Bergamo. It was brilliant to drive south in convoy – though I’m still waiting for a fine to arrive in the mail (laughs). And I’m fascinated by anything that glows. Everything lights up in my home, even the toilet bowl. I also love gadgets, be it Philips Hue, Sonos or household appliances. Take my kitchen – you’ll find almost everything your tech heart could desire (laughs).
