How Two Team Members Are Transforming the In-Store Experience
Jeff Jarvis and Mike Callow are bringing creativity, technology, and heart to Salvation Army Thrift Stores—elevating the guest shopping experience through professional announcements, humour, and community focused storytelling.
Innovating with AI
Due to technical limitations in the Fenelon Falls store’s public address system, Jeff has developed a creative solution. Drawing on his past experience as a professional DJ and his knowledge of current technology, Jeff uses artificial intelligence to create professional in-store announcements—recordings so engaging that shoppers often stop and listen.
Jeff customizes the recordings by adjusting the voice from male or female and choosing tones that match the message. A promotion might sound upbeat and energetic, while a GoodWorks@Work campaign script is delivered in a more serious, reflective voice
Creating Moments That Matter
Guests have made positive comments about the professional recordings, praising Jeff for his work. As well as the announcements, Jeff also creates music playlists to help create a warm, welcoming atmosphere in the store.
“It’s an honour just to be acknowledged for what I do. I didn’t do this for any sort of accolade,” Jeff says. “I did it because I wanted to help the staff that I work with. They work so hard, and I figured I could do something in my off time to help and make their jobs a little easier.”
Jeff plans to continue innovating and experimenting with the announcements to further encourage guests to shop or donate—always looking for ways to elevate the instore experience and support the team.
Humour That Helps: Mike Callow’s Approach to Guest Engagement
Meanwhile, in Victoria, British Columbia, assistant manager Mike Callow has spent nearly a decade bringing energy, humour, and heart to The Salvation Army’s Cedar Hill store. With a background in broadcasting, standup comedy, and improv, Mike has turned the daily announcements into a memorable part of the shopping experience, with equal parts entertainment and community connection.
What started as a simple decision to step up to the microphone quickly proved powerful. “The connection was immediate,” Mike recalls. “When I’m talking to the guests, I’m talking on behalf of the community. I always try to bring it right back to the neighbourhood, which is important because guests are very giving and they’re the reason we’re successful.”
Mike mixes professionalism with quick wit, like announcing a book sale by saying, “I’m reading a book about antigravity and I’m finding it really hard to put the book down.” Or “It’s sales day. This one is going to go down in the record books. We’ve got tractor trailers parked out back with all the supplies to ensure that this is one future generations will be talking about.”
Announcements with Heart
His goal is always bigger than the joke, however. Every announcement is rooted in the belief that their work lifts people up, reminding staff that even on tough days, they may have positively impacted someone’s life.
Shoppers regularly tell him how much they enjoy the energy he brings, and Mike is happiest when he can brighten someone’s day by making them smile.
“It’s been a fun journey being part of a very successful team. That’s what really what it boils down to,” Mike says.
Celebrating Creativity and Community Impact
Thank you, Jeff and Mike, for going above and beyond in using your unique skills to enhance our store announcements, support your teams, and deliver meaningful, memorable experiences for our guests. Find your local Thrift Store.
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