High streets can survive online attack
THE Office for National Statistics revealed average weekly online spending compared in the previous 12 months has increased by 12.3 per cent.
This is bad news for shopkeepers, tens of thousands of which are small traders and it’s an ever-increasing trend which can only hit the high street hard in terms of the variety of shops and loss of jobs.
I have never been a great believer in statistics delivered by so-called experts – such people got it completely wrong over the effects of the Brexit referendum, for example.
But what they say must be taken on board, and change must take place if individual traders are going to survive.
I, as an occasional shopper, like to go into places where I can see, feel, and even smell the goods that are on display.
I also like to talk to the vendor about the goods and what he or she would recommend.
This is the key for independent traders: service to the customer, delivered with a smile.
But in supermarkets there are often very few members of staff who know what they’re selling.
I would love to know how many employees in food supermarkets have actually qualified as grocers.
I believe there is still a great future for small, independent businesses in the high street if they can develop a relationship with their customer, so that price is not the most important element in any transaction, but a level of service and quality which will bring the buyer back to the same business time and again.
That means knowledge of product and an ability to deal with people face to face.
I always enjoy visiting such places as Ledbury and Llangollen which have high streets full of small, independent businesses covering a wide range of products and specialities.
You are greeted with a smile, for such enterprises thrive on the personal touch. Yes, you may have to pay a bit more, but experience greater satisfaction by having knowledgeable help with your purchase.
Statisticians can get it wrong sometimes. Russell Luckock is chairman of Birmingham pressings
firm AE Harris