Prepare to do battle; it’s time for independent electrical retailers to bring out the big guns, in what could be a fight for survival, says Sebo UK director Justin Binks
With 30,000 retail job losses forecast in 2017, according to the Centre for Retail Research, post-Brexit hikes in supplier prices, due to Sterling’s continued descent, the UK’s independent retailers must prepare for a tough 12 months.
But it’s not all doom and gloom. According to Sebo UK director Justin Binks, the independents have one major advantage against the sheds, and now is the perfect time to play it. “In the past four or five years, many large retailers have significantly cut back on staff, particularly trained advisors on the ‘shop floor’,” he explains. “It has got to the point where decent, face-to-face customer service is on the verge of extinction.”
Now, Justin says, is the independent retailer’s time to shine. “Shout it from the rooftops – if you shop at an independent, you will speak to real people, with years of experience,” he advises. “The good news for independents is that shoppers are becoming increasingly disenchanted and frustrated by the poor levels of service they are getting from the multiples,” he adds. “Use the situation to your advantage and there’s a genuine chance of successfully competing on experience rather than price alone this year.”
So, what clear messages should the independents be promoting? “I’d recommend starting by explaining how the retail experience will be so very different,” Justin says. “A real person will be on-hand to greet, explain and reassure – without pressure.
“It’s also worth pushing the point that the same person will be there if you have any questions post-purchase, and will happily help with any maintenance or repair issues. By contrast, in the multiples staff are on-rota seven days a week, and employee turnover is much higher, so it’s unlikely you’ll see the same person twice,” he adds.
Many believe that the trend for shopping online will also have an impact on this year’s increasingly cut-throat UK retail environment. A situation that, arguably, cannot be remedied by even the most highly respected, top-rate customer service and aftercare. After all, if you are buying from the comfort of your sofa, it’s unlikely you’ll be expecting personal product training. However, when it comes to electrical goods, buying ‘blind’ doesn’t always pay, and this is another message that independents need to get across, Justin explains.
“Our sales team offers full training, ensuring that independents are completely clued-up on all the features and benefits,” he adds. “As technology becomes increasingly advanced, the value of this hands-on support will likely grow.” For example, Sebo’s Automatic X range of upright vacuums features computer-controlled height adjustment. “A fully trained retailer will be able to explain how it works, and, more importantly, why it is better than manually controlled alternatives and thus worth the extra investment.”
Highlight the honesty on offer, Justin adds. “So many online stores use planted testimonials and reviews – imported very often from a brand’s own online store – that it’s becoming increasingly difficult to cut through the puff to genuine recommendations and advice,” he says. “However, when you visit an independent you will be privy to genuine advice from someone who lives and breathes for the electrical industry so can explain the latest innovations, as well as what’s not good value.”
Admittedly, getting the message out, and through, to potential customers can be tricky, but this is where independents can play on their localism, he believes. “It’s important to get customers to relate to your business as part of their locality,” he says, perhaps using social media. “However you send it, the message should be clear – we offer the personal service you simply will not get anywhere else.”