Support for Independent Retailers
The controversial plan to tax supermarkets and the announcement last week (9th May) that David Cameron has called in retail guru Mary Portas to launch a rescue campaign to save Britain’s beleaguered high streets has brought to the fore yet again the challenges faced by small independent retailers.
Someone who is doing something constructive to support independents is Will Seward who this month launches the virtual high street of independent retail shops, www.poptotheshops.net For retailers it gives the opportunity to stay local but sell nationally without the prohibitive costs of e-commerce sites, whilst for customers it provides a one-stop browse of a range of unique goods and services, and the opportunity to support small businesses.
The first shops on board include Mitchell Cycles of Swindon and Bibelo Gifts of Stockport. “We joined poptotheshops.net two months ago and already we are finding it a valuable alternative outlet, complementing and promoting our high street presence,” says Andrew Mitchell of family-run business Mitchell Cycles. “We are delighted to be one of the founding retailers and we can see significant benefit, as the site grows, in co-operating with like-minded shops but at the same time remaining independent. We registered and were selling within 24 hours.”
A survey undertaken by Poptotheshops showed that the majority of consumers wanted to use their independent retailers but found it difficult mainly due to parking and opening hours. Supermarkets make shopping easy and customers no longer have to think . According to Seward, independents can do this too.
“The internet is no longer a nice to have but is expected,” says Will Seward. “But with over 2.5 million websites live in the UK it is hardly surprising that it is difficult to find many great independent retailers. Having an independent web presence is fast becoming the next white elephant for small businesses. Our survey revealed that retailers want an online presence that is personalised and customers want a uniform method of browsing and purchasing.”
Poptotheshops.net brings together all of its research findings into a proposition that provides the retailer with a low-cost (£250 per annum or £25 per month) secure e-commerce position within a virtual high street which complements their physical outlet and where they can enjoy the benefits of brand building, collaborative marketing, cross-selling and valuable market information.
“In the last two months we have had substantial interest from retailers with over 100 independents registering for further information about the site,” says Will Seward. “Our priority is to attract quality retailers who collectively provide a diverse offering across sectors including gifts, fashion and beauty, leisure products, furnishings, jewellery and specialist food and wine.”
Many independent retailers are located in prime city centre locations. City Centre Director for Leicester, Sarah Harrison, views the independents as a vital part of the retail mix. “We see a virtual high street as complementing a retailer’s physical high street presence and it has the added benefit of collaborative marketing opportunities,” she says. “Independent retailers do not have the advantage of corporate backing to fund e-commerce sites and marketing campaigns – www.poptotheshops.net opens up a national market at a very reasonable price.”
Copyright Barbara Rayner PR 2011
