The news is old and the message repetitive, the high street is under pressure. Perhaps we should take comfort in the knowledge that there’s hardly a sector that is not (misery loves company after all). Sure the high street gets the press, perhaps due to the very real effects both visually and physically on the streets of our towns and cities. But take a drive through many industrial estates and the picture is similar with many units closed and up for sale or lease.
We are certainly in a period of great change but that doesn’t have to mean for the worse. Retail as we all know is about change. Seasonality, product ranges, pricing, merchandising, as retailers we are all about change. Hourly, daily, weekly, it’s what makes our industry so dynamic. So don’t fight it, instead use our capacity for change to turn the tables.
During the Independents Month initiative in Britain why not make a commitment to look at new and innovative ways to cement your business and it’s place on the high street.
Did you know that just over 26% of UK and 16% of Irish businesses believe that investing in eCommerce is vital for growth. Now contrast that with a recent finding that 49% of Britain’s smart phone users have made a purchase online within the last 6 months. More interesting yet is the fact that 36% of smartphone users had used a map tool in the 7 days prior to the survey. Would they find your shop if they were looking for it online?
Further data shows that 74% check their mail on their phone and 67% use their phone for search purposes. Both of these trends offer retailers an opportunity to get in front of their customers. How many of us have run email campaigns? How many of us have collected email addresses only to leave them sitting on our laptops or desktops?
How many of us would show up in a search query, for our location or category? None of the these even involve a website let alone an eCommerce enabled site. A simple web listing goes some way towards solving the search issue and a weekly or monthly mail shot gets directly to your customer. If you can find a more cost effective way to get in front of your customer I’d love to hear about it because right now I’d suggest email is still the number 1.
So I suppose this week I’d suggest again that even if your in the trenches and finding it hard to get your head up, if you can you’ll find opportunities do exist. In the words of the Pet Shop Boys “there’s a lot of opportunities if you’ll only take them”, the poetry of Neil Tennant there, can’t beat a bit of poetry. But seriously we love to take a collaborative approach where ever possible and this months Independents initiative is a great example of that approach. Well done to all involved and no doubt it will be a great success. As independents we do enjoy many advantages over the larger competition as I’ve said before. Strength in numbers is certainly one. When taken as a group our range of product, service and pricing leaves the largely homogeneous offering of the multiples for dead. We just need to shout about it and hopefully that’s what this months campaign will do.
Have a great month.