THE MEMBERSHIP MAGAZINE OF THE BRITISH INDEPENDENT RETAILERS ASSOCIATION ISSUE 12 | NOV/DEC 2017
Never stand still How Dale & Lauren Siddle keep innovating at Sands of Penrith
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Comment
Calculate the real cost of discounting As we approach Black Friday, CEO Alan Hawkins wants you to keep hold instead of discounting he used the budget to increase marketing, which resulted in record sales. The Black Friday fuss is not ultimately about price; it’s just that the media are whipping up consumers into spending mode and ways must be found to win your share. You all know your own business model and many retailers buy in deals to justify the lower prices during Sale events like Black Friday. I would caution you, however, against over-discounting stock that you will have to replace at your normal buy-in prices, especially as presently many retailers are taking a margin hit rather than passing on wholesale price rises to their customers. I suspect there are many more price hikes from suppliers to come. The table I present on page 5 shows how many times at a discounted price you must sell an item to make the same overall margin as at your original price. I admit to speaking here
as an accountant. Sales and marketing have many facets, and getting customers to deal with you, with their repeat business and addon sales, all have their place, not least in moving slow and obsolete stock to improve cash flow. But just realise what you are giving away. Some of my figures may surprise you. This November/December issue of bira is the last before 2018, as we hope you will be too busy selling things to read anything during December. You can always check bira.co.uk if you are feeling lonely or need some vital business information. The magazine in its new 10-times-a-year format has been going for just over a year; this is issue 12. Early in 2018, we will be conducting some market research with members to make sure we are on track, but, as ever, you are always welcome to write or email in anyway. We always love to hear from you.
news for bira members 2 Trade
Future of Retail is here 11 The
Cover photograph: Paul Driver
FIRSTLY, A BIG thank you for all the members who came to the opening of our new offices. I must single out Stewart Munro of Marchmont Hardware, our Scottish president, who is not very well, but was still determined to make the journey from Edinburgh. He was unaware we had singled him out for our highest accolade, bira honorary membership, and what obvious pride he displayed on receiving it. Our new building and the improved old one were much admired at the launch event (see pages 8-9). Now the team and I must show that they work better for you members. Last month I mentioned that for many of us the next, or Christmas, quarter is vital to our financial wellbeing. During that period, of course, is Black Friday, that annual shouldI-or-shouldn’t-I-join-in bonanza. This year it is on 24 November. I admire a prominent Hereford-based bira member who told me that
IN THIS EDITION
Indies boost high street shop numbers; online sales grow fast; theft costs £800m
no place like home 8 There’s
Some 150 guests toasted the success of bira’s new and improved head office
ISSUE 12 NOVEMBER/DECEMBER 2017
Book your places at bira conference and awards 2018. The date to note is 10 May
stores in new bira deal 13 Health The bira family grows again as the National Association of Health Stores joins us
29 Counterpoint:
Doghouse Danny
This is your bira magazine, so share your news, views and ideas with like-minded retailers by contacting us at editorial@bira.co.uk All contributions will be gratefully received by us NOVEMBER/DECEMBER 2017
Did you hear about the customer who asked for Thornton’s chocs in a pet shop?
never Smart stands still 16 Sands hits 50 not out 14 Robert York’s menswear king celebrates half a century of trading in the city centre
In Penrith, Dale and Lauren Siddell keep the family business moving forward
Last Word: Two Ducks 32 The Claire Leigh has turned her hobby into an award-winnings gifts shop in Woking
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Trade news Clothing & footwear to drive 35% rise in online sales THE UK ONLINE market is forecast to rise 35% over the next five years to reach £68.8bn by 2022. Clothing & footwear will be the biggest contributor to growth, while sectors that have traditionally experienced low online penetration, such as health & beauty and furniture & floorcoverings, will rise significantly during the same period, according to GlobalData, a leading provider of business information. Shopping via smartphone will continue to be consumers’ channel of choice as mobile spend is predicted to increase by 112% over the next half decade. The trend will be driven by improvements in retailers’ own mobile functionality together with the prominence of a ‘see now, buy now’ instant gratification consumer mentality According to GlobalData’s report, E-retail in the UK 2017-2022, in the past 12 months 78% of the UK population have shopped online. The prime drivers are convenience and the lure of lower prices. Sofie Willmott, senior retail analyst at GlobalData, said: “Online shopper penetration for 16-34 year olds is above 90%, affirming the importance of the online channel for younger consumers. Online pureplays including Amazon and ASOS continue to innovate, introducing new technology and driving up consumer expectations of delivery and user experience, requiring multichannel players to quickly follow suit to maintain their relevance.” Health & beauty is forecast to experience the highest growth in the next five years, with sales set to rise by 66.2%. Online returns are forecast to grow at the same rate as online spend over the next five years with clothing & footwear dominating the channel, accounting for 70% of all online returns by 2022. l In a separate report, GlobalData predicts that clothing sales via discounters like Lidl will grow 90.7% by 2022. Currently in the discount channels, clothing is the most under-penetrated sector, holding only a 0.6% share, or £334m, of the UK clothing market.
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Excellence in Housewares rewarded THERE WAS AN impressive haul of accolades for bira members at the Excellence in Housewares Awards 2017 in London on 4 October. Trevor Mottram in Tunbridge Wells, which is run by Sarah Wood (correct?), was named bira cookshop & housewares retailer of the year. Ben Phillips of kitchenware retailer Steamer Trading was given the lifetime achievement award. He took over the business from his parents 16 years ago and recently stepped down as chief executive to concentrate on the new role of creative director. The retail employee of the year was Alison Hobbs, a visual merchandiser with Potters Cookshop, Hockley, Essex. Holly West of Prep Cookshop in Stoke Newington, north London, was named most promising newcomer (or was it the shop
itself?). The excellence in specialist retailing award for multiple & large independents went to Art of Living, which has branches in Banstead, Cobham and Reigate. The best department store, multiple branch or group member was Fenwick Brent Cross in north London. The lavish Parisian-themed awards dinner, held at the Royal Lancaster Hotel in London, 400 members of the housewares community. Huge congratulations to all the winners. l The owners of Pextons, a hardware shop in York, triumphed in the recent Stax and bira direct competition to win an all-expenses paid trip to the IHA Conference in Shanghai. The prize is worth over £4,000 and we’ll catch up with Pextons once they have completed the epic trip.
Female retail managers suffer from gender pay gap
Bakers of Fleet attracts TV cameras Geoff Baker, the fourth generation to run W C Baker & Sons in Fleet, Hampshire, was interviewed by local BBC-TV recently. The ironmonger, founded in 1908, is the only family-owned retail concern left in the town. It is, Geoff said, part of the fixtures and fittings of Fleet thanks to its very strong service element. The appearance prompted lots of comments on social media, such as: “Hasn’t changed ever. That’s part of the joy of the place. If in doubt, go to Bakers and ask for help. They’ll know just what you need and have it!”
NEW RESEARCH FROM The Chartered Management Institute (CMI) has revealed the gender pay gap for managers working for large firms in the retail sector is 19.4%, an average of £4,315 a year. According to analysis of managers’ salaries conducted by CMI and employment intelligence service XpertHR, the average salary of a female manager in large retailers is £17,937, but it is £22,252 for men. This includes salary, bonuses and perks such as car allowance and commission. Although concerning, the figure is lower than the average gap across all UK industries, which stands at 26.8%. Under the government’s reporting regulations that came into effect in April 2017, large firms with 250+ employees must now publicly disclose the size of their gender pay gap. As of 25 September, just 80 of the 7,850 UK companies to which the new law applies have fulfilled their obligations, the report claims. NOVEMBER/DECEMBER 2017
In
these challenging times, bira remains passionate about championing independent retailers to stay one step ahead
New indies shape the look of the new GB high street Electrical goods shops, -6.1% and -74 units; A RAPIDLY CHANGING mix of independent retailers on the British high street is revealed in the domestic appliance retailers, -4.35% and -28 latest report on shop openings and closings from units; women’s clothes shops, -3.66%, equating to -137 units; shoe shops, -3.59% and -45 units; and bira and the Local Data Company (LDC). Some 288,259 independent businesses were newsagents, -0,78% via -119 units. Against the growth in overall numbers of indeanalysed in the research, which covers activity in the first half (H1) of 2017. Despite a widespread assump- pendent retailers, the multiples remained in decline tion among some media and even from politicians with a net loss of -659 shops (-0.33%) in H1 2017 across GB, although this is a slowdown and consumers that “independents do not compared to -2,001 shops (-1.02%) in H1 exist anymore”, they still account for 65% 2016. of all retail and leisure units in Great Brit- The proportion of retail and leisure units In these changing times, bira remains ain, the same as in H1 2016. run by independent passionate about championing independWhat the analysis does show, however, retailers ent retailers and, in this highly competiis that new openings are being dominated tive market, bira helps its members stay by relatively new types of traders, while one step ahead. some traditional retailers are losing their Shops opened by Alan Hawkins, bira CEO, commented: place in the crowded and competitive independent retailers “It’s good to see independents, and the marketplace. The biggest pluses in the six high street in particular, leading the way months under review came from: Tobacin net unit growth for the first half of 2017. conists (a classification that includes The reduction in units run by multiples The courage and skill of the independent e-cigarette shops), which were up 10.88% across the country entrepreneurial spirit will fly long after the by adding 155 new units to the gross total; mobile phone shops, up 4.57% and +105 shops; prophets of doom are silent. “The predictability of the growth areas is perbeauty salons, up 4.45% with +261 units; restaurants and bars, +4.1% via 104 units; barbers 3.03% haps a little disappointing being centred on the up with 283 more units; and nail salons, which saw areas where the customer has to be present, but let’s not knock that - barbers, nails and a cup of coffee a rise of 2.86% and 78 units. Across all sectors, independents added 762 all help footfall and give even the harder-pressed shops (+0.27%) to the national total. The largest comparison goods shops a chance to work their retail magic.” losses were seen with:
65% 756
-659
Early bird discount for Oxford Summer School courses THE OXFORD SUMMER School (OSS) has set up an early bird discount for some of its best-regarded programmes for 2018. For those booking a place on either next year’s Foundation or Masters programmes before 31 December, the delegate fee will be held at the 2017 rate. Even better, this early bird offer is in addition to the 25% discount for bira members. The courses are aimed at developing retailing talent, like these young delegates. For further details, please contact Neil Moss on 0121 446 6688 or neil@oxfordsummerschool. co.uk. The OSS prospectus for 2018 can be downloaded from oxfordsummerschool.co.uk
NOVEMBER/DECEMBER 2017
Photography: Eric Musgrave
Peter Jones in Sloane Square, Chelsea is the only department store acquired over the years by the John Lewis Partnership that has retained its own name, such is the strength of its brand equity. Bought from its Welsh founder in 1905, it was where John Spedan Lewis developed his idea of collective employee ownership. On 4 October a group of FAB members were given a behind-thescenes tour and learned about how the business is streamlining and pushing its omnichannel operation. The online customer, on average, shops 1.7 times a year and spends £209, the group was told. A store-only customer shops 2.4 times and spends £197. An omnichannel customer shops 8.4 times and spends £868.
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Cyber protection insurance cover If you hold any personal data on a computer (as simple as a name and address on an invoice being emailed) then you need to make sure that data is protected. Add cyber protection onto your bira insurance retail policy for added financial protection and technical support should your computer systems and data be breached. • • • • • •
24/7 technical support Specialist cyber legal advice Cyber crime and extortion Hacker damage Telephone hacking Human error
• Cyber business interruption
Get a quote from bira insurance today on 0330 123 5939 British Independent Retailers Association (bira) is an Introducer Appointed Representative of Towergate Underwriting Group Limited. bira insurance is a trading name of Towergate Underwriting Group Limited. Registered in England No. 4043759. Registered Office: Towergate House, Eclipse Park, Sittingbourne Road, Maidstone, Kent ME14 3EN. Towergate Underwriting Group Limited are authorised and regulated by the Financial Conduct Authority.
Trade news
Discounts cost you more than you think – and won’t win you loyal customers tomers can prove a costly mistake. Customers whose first purchase is discounted by over 30% are less likely to buy from that brand again, according to data from customer engagement specialist Optimove. Slashing prices is a common strategy for acquiring new customers in the hectic last months of the year, but Optimove’s research shows that deep discounts of 30% or more primarily attract “cherry-pickers”, that is shoppers who buy a single bargain, but will not be drawn by the cost-cutting to purchase more from the retailer later. These customers have little future value, so the large discounts aimed at them can make a negative impact on the bottom line. Conversely, among customers whose first purchase is a discounted item, discounts of 5%-30% do help to “charm” individuals. Up to the 20% discount mark, the likelihood of this customer making a second purchase rises, Optimove says. Interestingly, a recent report from accountancy firm EY found that only 5% of retailers believe their customers remain loyal, and only 24% see retention as a top priority.
AS TOUGH TRADING and the imminent festival of price-cutting that is Black Friday approaches, bira members are being urged to think carefully about the real consequences of embarking on the discounting route. In his CEO’s column on p1, Alan Hawkins raises the question of how many sales must be achieved to recoup the same profit as on the original price tag once price cuts have been applied. His chart here makes uncomfortable but necessary reading for those who have forgotten “Turnover is vanity. Profit is sanity”. Discounts need to be applied, if at all, very selectively and with full realisation of what the financial implications are. There are plenty of signs that major retailers this year will steer away from the frenzy of Black Friday, which falls on 26 November, and the weekend that ends with the so-called Cyber Monday on 29 November. Independent retailers would do well to approach the entire four-day price-slashing with great caution. More encouragement for full-price champions comes in new research that indicates retailers’ discounting strategies to acquire new cus-
How much must you sell to make the same profit after discounting? REDUCTION 10% Mark up
Margin
20%
30%
No. of sales needed to match original profit
10%
9.1%
loss
loss
loss
20%
16.7%
2.5
loss
loss
30%
23.1%
1.76
7.5
loss
40%
28.6%
1.54
3.6
loss
50%
33.3%
1.43
2.5
10
60%
37.5%
1.36
2.14
5.8
100%
50%
1.25
1.66
2.5
bira CEO Alan Hawkins, an accountant by training, explains: “My table shows how much extra turnover you need when you discount your prices, if you are buying at the same price. Margin, of course, is set by your selling sale price. So, if you buy at £100 and sell for £160, your profit is £60. The sales margin is 60/160, a 37.50% margin. VAT is excluded as all VAT is the government’s; you are just the unpaid tax collector. “The table assumes you are reducing your selling price by the discount, not reducing NOVEMBER/DECEMBER 2017
your margin only. Where a loss is shown, you cannot increase your turnover enough to compensate for the reduction in price. At those high levels, discounts should only be used to move specially bought-in items, obsolete goods, or products that are seasonal and will not be of much value again. “In certain sectors, such as fashion, footwear and accessories, you may look at the stock by season and justify low or loss-making margins if enough of the original season’s goods has been sold at the original full price.”
Bruce McLaren, a bira past president, is to move out of menswear retailing next spring to concentrate on his carpet fitting business. He is calling time on his Dalziel Kingsize Menswear business after 25 years due to changing consumer habits. The 1,000sq ft unit at 7 York Road, Woking, Surrey, will be leased out. It has been the base of Bruce’s family’s various commercial ventures since 1931. The carpet fitting side has been going for 55 years and is based at the same site.
Glasswells returns to Sudbury FORMER GLASSWELLS EMPLOYEES Peter and Rosemary Woodward have come out of retirement to run the East Anglian company’s new discount furniture store in Sudbury, Suffolk, which opened in September. The family-run Glasswells home furnishings business traded in Sudbury for 30 years up until 2009 and husband-and-wife Peter and Rosemary both worked in the shop. Before joining Glasswells in 1987, Peter worked in his family furniture store, Head and Woodward, on Market Hill in the town. Located at 12-13 North Street in premises vacated by Sports Direct in July, the store will sell items for every room in the house. Everything will be available for quick delivery at highly discounted prices, many on a first-come first-served basis, but there will be some repeatable, special order options to allow customers to choose fabrics and colours. The store trades only on Thursday, Friday and Saturday. MD Paul Glasswell said: “We look forward to having a store in Sudbury for the foreseeable future. We are confident it will be a great success with Rosemary and Peter.” Glasswells, the biggest family-run home furnishings company in East Anglia, runs large departments stores in Bury St Edmunds and Ipswich, smaller branches in Haverhill and Saffron Walden, and glasswells.co.uk.
5
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Trade news
Shop theft costs £800m a year ALTHOUGH POLICE FORCES are increasingly downgrading shop theft as a crime, new research shows more than 360,000 offences were reported in 2016-17. Britain’s shops collectively lose £800m each year, according to retail security firm Checkpoint Systems. The Metropolitan Police recorded the highest number of offences at 47,580, with West Midlands Police in the second spot with 19,741 incidences. Completing the top 10 were Greater Manchester, West Yorkshire, Thames Valley, Northumbria, Avon & Somerset, Hampshire,
South Yorkshire and Kent. City of London Police had the lowest number of shoplifting offences with 729 cases reported. Utilising data derived from data.police.co.uk, online marketplace OnBuy.com investigated the number of shoplifting offences that were recorded by 43 police forces and constabularies across England and Wales. l Shop theft campaigner Neil Mackay, of Mackays of Cambridge, gave us a postscript to our story in our October issue about his problems in getting from local police details of a man he
wanted to pursue through the courts for alleged theft from his shop: “A senior officer from Cambridgeshire Police informed me that they were not able to provide the information to me directly, but as I am a member of the Cambridge Business Against Crime group, they were going to pass the details to CAMBAC to pass on to me! I am now the proud owner of his name and his address. Does anyone know the postcode for No Fixed Abode? I am rather pleased I didn’t stump up the £85 the police demanded for these gems of information.”
Another record for PATS Telford based supplier Beco Pets, said: “I was very impressed with the quality of visitors, in particular the large contingent of international visitors. It seems the UK pet industry in general and PATS Telford are going from strength to strength. We’ll definitely be back next year.” Chelmsford-based Hay Pigs won a new product award for its innovative circus-themed small animal products and managing director Rik Cridland commented: “We’re thrilled to have won an award in our first year of trading. PATS Telford was a wonderful experience and we are appreciative of the warm welcome we received from the pet trade community. It feels like we are part of one big family already.”
Promoting health stores as they join with bira
FOR THE THIRD successive year, attendance at pet trade show PATS Telford surpassed 2,000. On 24-25 September the event welcomed 2,148 visitors to The Telford International Centre, which was 7% higher than last year. Organiser Gordon Thomas said many exhibitors at PATS Telford had noted highquality visitors: “Exhibitors told us they met with the key decision makers and buyers. That was good to hear because we put in place measures that ensured the right people attended. Overall the response has been excellent and positive, and proves that the pet industry is firmly behind this show.” George Bramble, co-founder of London-
BIRA MEMBER CHERYL Thallon and members of the team from her Viridian Nutrition company are featured in a series of videos on YouTube that promote specialist health food stores and explain a new area of healthcare known as social prescribing. The 9-part programme, Food for Thought, is fronted by broadcaster Natasha Kaplinsky and looks at fresh approaches to common healthcare challenges, as well as ways of reducing the strain on healthcare providers. The films, which have been created in partnership with the College of Medicine and ITN Productions, can be viewed via ViridianTV on YouTube. The Sheaf Street Health Store in Daventry, Northants, which is run by Cheryl’s husband Shaun Higgs, was featured in the April 2017 bira magazine. Cheryl said: “Our mission is to promote the specialist health food store at every opportunity, and this collaboration, and the resulting film, are a wonderful showcase for health food stores and Viridian Nutrition.” The National Association of Health Stores, which traces its roots back to 1931, has joined forces with bira. See the full story about the new arrangement on page 13.
Rival teams from security specialists Burg-Wächter and Sterling helped raise £155,000 for DIY industry charity Rainy Day Trust and the Teenage Cancer Trust by taking part in a madcap chase across Europe in cars that cost less than £500. Team Sterling and Team Burg Tractor were part of a 40-strong flotilla of teams in this year’s Pavestone Rally, a four-day zig-zag from Dover to Monte Carlo. Having surpassed their fundraising target of £7,500, the two teams put their cars up for sale to raise further funds for the charities. The Burg Tractor has found a new home in Spain, while potential purchasers of the Team Sterling 2002 Mercedes, seen here at the Stelvio Pass in northern Italy, should contact Burg-Wächter UK on 01274 395333 or uksales@burg.biz
NOVEMBER/DECEMBER 2017
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bira news
Some of the bira family & friends who attended the opening event. This group shot was done just before it started raining again.
There’s no place like home After years of planning and months of extensive refurbishment work, bira’s new enlarged home in Edgbaston was officially unveiled on 21 September. Even the rain could not dampen the sunny mood as bira revealed a modern environment for the modern association WITH A LARGE pair of scissors to cut an oversized red ribbon, Vin Vara, bira’s president, officially declared bira’s new offices in Edgbaston, Birmingham open on 21 September. The happy event was attended by around 150 members, staff and friends of the association, who were entertained by local historian Professor Carl Chinn, who, in a powerfullydelivered and entertaining address, listed the many reasons why Birmingham is the perfect location for a national retail trade association to be based. Resplendent in his presidential chain of office, Vin said: “It was a great honour to be able to officially open the new bira headquarters. It was encouraging to see so many members, suppliers and industry partners join us on the day to show their support and a fantastic evening was had by all, despite the rain. With all the bira staff now in one location, in modern fresh offices, we look forward to seeing bira continue to grow.” The refurbishment of the original 225 Bris-
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tol Road property and the purchase and subsequent refurbishment of 225a Bristol Road just behind it has bought bira’s offices into the 21st century, with state-of-the-art audio-visual equipment in the new boardrooms, as well as break-out areas for creative thinking and idea development. The charm of the Georgian property at 225 has been carefully retained and restored, while the new addition creates a modern hub for the membership, marketing, Oxford Summer School and HR teams. Alan Hawkins, bira’s CEO, said: “Anyone who may have visited our offices in the past, whether in Banbury or at 225 Bristol Road, will know that they were in need of modernisation. We are very grateful to Dulux, which
sponsored our new paint – the once-dark corridors have been brightened! Rooms have been opened up to create a modern and more social working environment, reflecting our association as a whole. The changes will only benefit our members with the various departments all working more closely together. “With the association now being in one place, we are better able to meet our members’ needs. With those needs at the heart of everything, we wanted to create a space that is open, light and inviting, where retailers can come and meet with the team. “We’re really happy with the outcome and invite members to visit, to use our rooms and to attend our meetings and training sessions here.” NOVEMBER/DECEMBER 2017
bira news We are not sure if bira president Vin Vara sourced the ceremonial scissors in his own Tool Shop chain, but they did an excellent job in snipping through the ceremonial red ribbon.
Members of the bira board of management were on hand to view all the work they had approved. Front row: Bob Jarrett (bira membership & marketing director), Jeff Moody (bira direct MD), Michael Hughes (Tom Hughes, south-west Wales & FAB chairman), John Collins (bira bank MD), Vin Vara (Tool Shop, London & bira president), Alan Hawkins (bira CEO), Jill Carver (Added Ingredients, Abingdon, who was elected by members to the board). Back row: Chris Patterson (Pattersons, Bristol), Bruce McLaren (Dalziel Kingsize Menswear, Woking), John Morris (Tudor Williams, Surrey & bira honorary treasurer), Surinder Josan (All Seasons DIY, Smethwick & bira first vice-president), Richard Rowlatt (J Rowlatt & Sons, Wellingborough), Brian Sangster (BAGMA president).
The celebration cake, a splendid replica in sponge and icing of 225 Bristol Road, was cut by Alan Hawkins, accompanied by bira Scottish president Stewart Munro, Bob Jarrett and Vin Vara.
Local historian Carl Chinn gave a rousing address to explain why Birmingham is an appropriate location for the HQ of a UK retailers’ association. We also learned he went to the same Brummie school as Alan Hawkins.
Jeff Moody and Vin Vara welcomed key suppliers to the new premises, including (from second left) Guy Malam (MD, Tembé DIY, Doncaster), James Nash (channel manager) and Alan Avery (customer business manager, both Akzo Nobel Decorative Coatings).
NOVEMBER/DECEMBER 2017
Stewart Munro of Marchmont Hardware in Edinburgh, bira Scottish president and a very long-serving member of bira and its predecessors, was awarded the association’s highest accolade, bira honorary membership, in recognition of his many years of service.
The hard-working bira team in Edgbaston “enjoyed” many interesting experiences during the refurbishment, including having no heating in the depths of last winter. Here some of them celebrate their new and now warm home: Paige Hylton, Joanne Beale, Joey Banh, Thaiba Rashid, Frank Burton, Kate Godber, Simone Adams.
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conference and awards Jurys Inn Hinckley Island Hotel, LE20 3JA
10 May 2018
Levi Roots
A recipe for business success
Levi has seen unimaginable growth, blazing a trail in the retail industry since his appearance on Dragons Den in 2006. Now Levi will provide you with insights into how he became one of the most iconic and characteristic figures in the UK business world.
Book today to secure your seat 0121 446 6688 opt. 1
events@bira.co.uk
bira.co.uk/conference-2018
bira conference and awards 2018
Retail of the future
Inspiring speakers and provocative discussions, plus the uplifting fellowship of other independent retailers, will combine to make the bira conference and awards on 10 May an essential date in the 2018 calendar. Book now! NEXT YEAR THE bira annual national conference and awards dinner will be staged on 10 May at Jury’s Inn, Hinckley Island, nestled in the heart of Leicestershire. Surrounded by beautiful countryside, the four-star hotel is the perfect setting for our 2018 conference. It has been transformed following a recent £11m investment programme that included the updating of its spacious bedrooms. The hotel is just off the M1, M6 and M69, and is a short drive from Birmingham and East Midlands airports. The 2018 bira conference and awards will engage and inspire independent retailers who have a passion for growing their business and creating and contributing to a positive, successful high street of the future. The conference sessions will provide retailers with access to proven, practical and implementable ideas and solutions that they can apply to their own retail businesses, so delivering immediate results for a relatively low investment. We aim to inspire and educate delegates about the changing face of the British high street and the consumer environment.
THE 2018 SCHEDULE Jury’s Inn, Hinckley Island, Watling Street, Burbage, Hinckley, Leicestershire LE10 3JA Wednesday, 9 May An informal dinner for those who arrive the night before. Thursday 10 May bira AGM 09.30 – 10.15 Suppliers’ Conference 09.30 – 10.15 Conference 10.30 – 16:30 Awards: 18:45 – late
NOVEMBER/DECEMBER 2017
THE SPEAKERS
We’ve already confirmed inspirational and leading speakers for the conference, including: Keynote session The recipe for business success with Levi Roots From a Rastafarian musician to a highly successful businessman, Levi Roots has grown his brand to unimaginable heights since his appearance on Dragons’ Den in 2006. Levi will deliver his inspirational business story, providing delegates with insights into how he became one of the most inspirational and entertaining figures in the UK business world.
Conference host Hardeep Singh Kohli Introducing our speakers and keeping us on track for the day will be Hardeep Singh Kohli. A regular BBC Radio broadcaster, he is also a Glasgow-based entrepreneur, responsible for one of the most successful Indian restaurant chains in the city, and an award-winning stand-up comedian.
Making your brand relevant Danny Crowe, TwentyCi TwentyCi is an agency specialising in customer intelligence and retail market analysis. Planning director Danny Crowe has spent 35 years examining how customers relate to a brand at all the touchpoints. He will explain why independent retailers need to be prepared to change and become even more relevant in an overcrowded market.
THE BREAKOUT SESSIONS
As well as the main conference agenda, we are again running the popular breakout sessions Change, Innovate, Grow - that will host nine separate speaker slots, giving delegates the opportunity to pick and mix to devise their own conference agenda. Speakers include: Hugo Jenkins, commercial director, Trouva Trouva describes itself as “an online marketplace with a unique focus on independent boutiques”. Hugo Jenkins has seven years’ experience in domestic and international sales and marketing roles in high-growth online marketplaces. He was head of global sales at onefinestay.com, a highend holiday home rentals business, where he worked for five years as it grew from eight employees to 800 until its acquisition by Accor Hotels in 2015. He then spent two years at last-mile logistics business Stuart Delivery before joining Trouva as commercial director.
Matthew Hopkinson, director, Local Data Company Delegates will hear from LDC director Matthew Hopkinson about how our high streets are doing. He’ll discuss current openings and closings, footfall monitors, as well as current retail trends. LDC provides dynamic location intelligence and publishes reports throughout the year to give a better understanding of the retail environment from the point of view of retailers, leisure operators, landlords, investors and local government. Following military service, Matthew has nearly 20 years’ experience in the world of creating knowledge from data and technology.
Luay Alfaham, senior partnerships manager for the Cyber Aware campaign, Home Office. Recent events have highlighted the catastrophic effects that cyber crime can have on businesses large and small. Research by KPMG and the government’s Cyber Aware campaign, however, suggests retailers are not taking these threats seriously enough. Worryingly, 1 in 7 businesses have not embraced ways to protect their data. Luay Alfaham, a communications specialist for the Home Office, will talk about Cyber Aware, the government’s first cyber security public awareness communications campaign.
Polly Barnfield OBE, founder and CEO of Maybe* Polly Barnfield is a leader in digital influence. The founder and CEO of shopping app Maybe* will talk about how it is working to eliminate the gap between how shoppers want to shop and how retailers are able to serve them. Polly will also explain the #WDYT (What Do You Think) campaign to help towns and places to use social media better to drive physical and digital footfall to the high street. Polly founded everyclick.com, whose fundraising platforms have helped raise over £8.5m for charities. In 2012 she was awarded an OBE for her philanthropy
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LDC/bira shops report
Independents drive high street growth As multiples continued to close branches, openings by small retailers showed an encouraging leap in the first half of this year IN DEPE N DE N T R ETA IL ER S INCREASED their numbers across Great Britain by an impressive +762 shops (+0.27%) in the first half of 2017, according to the latest report by the Local Data Company (LDC) and bira. A significant increase from the +4 figure (+0.00%) noted a year ago for H1 2016, the total meant that slightly more traditional independent shops were opened than closed in Jan-June 2017. Multiple retailers remained in decline with a net loss of -659 shops (-0.33%) in H1 2017 across GB, compared to -2,001 shops (-1.02%) in H1 2016. In H1 2017 some 28,076 independents either opened (14,419) or closed (13,657), a reduction of 10.1% on the activity in the first half of 2016 when 31,216 opened (15,610) or closed (15,606). The number of independent businesses covered in this research is 288,259. Alan Hawkins, bira CEO, said “It’s good to see independents, and the high street in particular, leading the way in net unit growth for the first half of 2017. The courage and skill of the independent entrepreneurial spirit will fly long after the prophets of doom are silent. “The predictability of the growth areas is perhaps a little disappointing being centred on the areas where the customer has to be present, but let’s not knock that - barbers, nails and a cup of coffee all help footfall and give even the harder-pressed comparison goods shops a chance to work their retail magic.” Some highlights of the report: l For comparison goods (non-perishable goods) shops the net change was -0.74% (-0.89% H1 2016). This is a net decrease of -596 units, an improved figure from - 698 a year ago. l L eisure (restaurants, cafes, book-
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makers & entertainment) growth has increased by +0.55% (+0.06% H1 2016). There was a net increase of +475 units against just +45. l Service retail (health & beauty, financial services, tattoo parlours and estate agents) increased most, with +859 units (+0.94% versus +0.52% in H1 2016). Key growth sectors have been barbers, cafes, tobacconists/ecigarette shops, and hair & beauty salons. l Sectors in decline include pubs, women’s clothing shops, newsagents and electrical goods. Tobacconists/e-cigarettes (+11%) and Brazilian restaurants (+34%) have increased the most as a percentage of their total units. l The north-west showed the greatest increase of independents at +230 units (+0.71%) in H1 2017, versus +14 units (+0.05%) in H1 2016. East of England and south-west showed the greatest decline of independents at -19 units (-0.09%) and -29 units (-0.11%). l Based on locations with 50+ units, Sparkhill, Birmingham has, for the second year running, the highest percentage of independents at 95.0%. Against the same criterion, Telford is the town with the lowest percentage of independents at only 15.5%, against a GB average of 65%. l Wider analysis of in-town and out-oftown locations shows that high streets saw dramatic improvement from a net increase of +200 units in H1 2016 to a net increase of +562 units the first six months of this year. l Shopping centres saw the first net increase in two years, at +0.67% (-0.61% in H1 2016), while retail parks edged up by +3.41% (+0.63% H1 2016). l Independents account for 65% of all retail and leisure units in Great Britain, the same as in H1 2016.
Top 10 independent business openings by classification Classification Barbers Beauty Salons Café & Tearooms Tobacconists Mobile Phones Restaurant & Bar Convenience Stores Nail Salons Bars Dentists
Net Change % 3.03 4.45 1.37 10.88 4.57 4.10 1.43 2.86 1.58 1.65
Unit net change 283 261 208 155 105 104 82 78 59 57
Largest number of independent units opened by business type in H1 2017 across GB (Source: LDC)
Top 10 independent business closures by classification Classification Clothes Newsagents Electrical Goods Public Houses and Inns Shoe Shops Computers Fashion Shops Interior Design/Decoration Restaurant – Indian Domestic Appliances
Net Change % -3.66 -2.67 -6.10 -0.78 -3.59 -1.97 -0.92 -1.93 -0.68 -4.35
Unit net change -137 -119 -74 -73 -45 -39 -35 -31 -31 -28
Largest amounts of units closed by business type in H1 2017 across GB (Source: LDC)
National and regional net variations of independents Regions/Nations East Midlands East of England Greater London North East North West Scotland South Est South West Wales West Midlands Yorkshire and the Humber
Net Change % 0.30 -0.09 0.01 0.40 0.71 0.61 0.10 -0.11 0.61 0.93 0.26
Unit net change 58 -19 7 40 230 114 33 -29 64 194 70
Net percentage change (openings minus closures) of independent units by region in H1 2017 across GB (Source: LDC)
Change in independents’ numbers by location type
Location High Street
Retail Park
Shopping Centre
H1 2017 Net Unit net Change change % 0.34 562
H1 2016 Net Unit net Change change % 0.12 200
3.41
20
0.63
4
0.67
54
-0.61
-49
Net change by location type for Independents across 2,700 in and out of town GB locations (Source: LDC)
NOVEMBER/DECEMBER 2017
Membership news
bira strengthens with a healthy new partnership The bira community does not stop growing. We are delighted to welcome the members of the National Association of Health Stores (NAHS) to our number YOU’LL BE FORGIVEN for thinking that health stores are a modern phenomenon, but the first of what we’d recognise as a modern health store was founded as the Vegetarian Food Depot in Birmingham in 1898. Just one year later, the association now called bira was formed to support independently-owned businesses, a tradition that has continued across the past 118 years. With the same enthusiasm and drive to protect and support independent retailers that our founders had all those years ago, today bira is thrilled to join forces with the National Association of Health Stores (NAHS) and to welcome all its members into the bira family. The NAHS has been working for its members since 1931 and has been run wholly by retailers until now. To meet its members’ growing desire for affordable services and advice, the NAHS board sought the support of bira. With more than 30 services available to support all types of small businesses, plus its legal and parliamentary affairs work, bira will be able to give NAHS members peace of mind, while saving them time and money. Bob Jarrett, membership and marketing director at bira, said: “We are always looking at ways to support independent retailers from all sectors and to help the great British high street thrive. This landmark partnership with the NAHS means we can tailor our support to health store retailers with the wealth of knowledge and services we have to offer them. “This partnership will also make our association stronger as the more members we have, the stronger our message to government and industry bodies is. Health stores are an integral part of our high street and retailers in this sector share our members’ love of being independent, but also the worries and strains of running their own business. We, alongside our service partners, can help unburden them of some of these worries. We are really looking forward to NOVEMBER/DECEMBER 2017
NAHS committee members who welcome the new deal with bira: (clockwise from left) Cheryl Thallon, Joanne Hill and Roger Oliver
supporting this sector.” NAHS committee member Cheryl Thallon, co-owner of Sheaf Street Health Store in Daventry, whose business was featured in The Last Word feature in the April 2017 issue of bira magazine, commented: “bira membership gives us access to a wide range of financial benefits, but also gives the health food sector greater national recognition and influence. Health food stores are community hubs for all things natural and healthy, and it’s in the public interest for
policy-makers to signpost to us when caring for the health of the nation.” Another NAHS committee member, Roger Oliver, director of Healthright in Chesham, Bucks, added: “After 31 years’ work in the independent health food trade, I still love it and can’t bear to retire fully. There is always something new coming along, but some old favourites stay around, so there is a great balance between dynamism and continuity.” Joanne Hill, owner of Amaranth, Stockport, Cheshire, also welcomed the development: “Being a member of bira allows our store and other health stores to become part of a wider independent retailer community. Membership supports many of the aspects of running an independent store, including access to advice and group schemes. The NAHS can now look forward to attending conferences, events and learning to bring even better health stores to our community.” Carol Henshaw, owner of Nature Remedies in the coastal town of Southport, Merseyside, said: “I’m looking forward to being a member of a larger organisation that I hope can give our health food shops a bit of clout when it comes to government policies regarding the health of the country. We and our customers know we make a difference. It’s time everybody else did!”
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Business profile
Robert Smart: 50 not out After half a century in York city centre, menswear specialist Bob Smart is still going strong having passed his business on to the next generation More than 60 years of menswear experience have gone into the creation of the impressive Robert Smart Menswear store in York. Left, top: Bob Smart (second left) and his father George (third right) at a menswear gathering in London in the 1950s. Centre: In his suit department in 1982. Bottom: At the Joseph May factory in Leeds.
WALK INTO EITHER of the Robert Smart menswear shops on Low Petergate in York and the chances are you’ll bump into Emma Smart or her brother Ashley. The siblings are the faces of their impressively-presented modern business, which embraces the main store at Nos 59-63 and the Smart Country unit at No 65. ANOTHER MEMBER OF the team, whose presence is felt even when he is at his home in Hampshire, is their father Robert, or Bob to his friends, of which there are legions in the menswear trade. This year he is celebrating 50 years of trading in York and despite having passed the running of the family firm to his children, at 78 years of age he is still interested and in touch with the world of menswear retailing. He returns north about once a month and spends around five days catching up on office work and helping with the buying, or as he explains, “Getting the special discounts”. Bob has long had a reputation as a shrewd operator when it comes to deals with suppliers. His trip to York in mid-November will be more pleasure than work, however, as a celebratory gala dinner for more than 100 guests is to be held in the city’s Merchant Taylors’ Hall on Sunday 19 November to mark the half-century of trading, followed by another party for staff and family the following day. The wide circle of family, friends and
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business contacts invited to the events will have plenty of anecdotes to share about Bob, whose menswear career began when he was a 15-year-old in Darlington. His father George had worked in the men’s clothing department of the Binns store (later House of Fraser) in Sunderland, where he met Bob’s mother, Ada, who worked in the counting house team (now known as accounts!). Bob recalls: “Leaving Binns in the late 1920s, my father spent time with three top-class independents - Forsyths in Glasgow, Rowans in Birmingham, and Allens in Harrogate. Towards the end of the ’40s, he moved from Harrogate to Binns in Darlington as manager-buyer of the men’s and boys’ wear departments. During his time with Rowans in the 30s, my brother Gordon was born, with me arriving just after the outbreak of World War II.” (Gordon, now retired, had a distinguished career, mainly as an agent, in footwear trade.) For Bob, school was “a chore”, so at 15 he considered three avenues for fame and fortune: catering, the merchant navy or retailing. The last came up first in the form of a junior position in Bainbridge Barker, a small department store in Darlington, where he enjoyed “two years of positive and enjoyable training”. He moved on to the new Binns store in Middlesbrough, firstly in men’s clothing and then outfitting. (“Outfitting
sounds quaint now,” Bob observes). At the grand old age of 19, he was promoted to the buyermanager position for the children’s, schoolwear and outdoor/camping floor. Next, he diversified into manufacturing and wholesaling when a supplier friend offered him a dual role of factory floor manager and being a sales rep during the selling season. Working later with other suppliers too, he spent six years covering the north of England as a commercial traveller. Then, in September 1967, he spied an empty shop unit in York city centre and, with an experienced menswear retailer as a sleeping partner, opened for business under the name Man at Ease. He was 27. “Now that name is quaint!” Bob admits. “The first year of trading at Man at Ease at 19 New Street was the most enjoyable and satisfying of my business life. My aim was to be friendly and patient with the people who crossed the threshold to ensure they returned. It was important also to build up relationships with suppliers so I could build up stocks.” Selling German tailoring labels like Weidemann, Grieff and Baumler, a Leeds-made jacket brand called Atkinson Rhodes, and shirts from Angli and the Dublin Shirt Company, Bob did well from the start from his 300sq ft unit. The sleeping partner was bought out and Bob began a rather hectic period of opening more shops in NOVEMBER/DECEMBER 2017
Business profile
York. Within two years he had opened Easy Guy for a younger trendier trade at 23 Lendal. In the early seventies, Squire was opened at 43 Low Petergate, while Robert Smart appeared above the door for the first time at 67 Low Petergate. “This street was secondary in those days, but it had great potential as it’s the tourist route from York Minister to The Shambles. By the mid-70s the penny dropped! Why keep leasing, with renewals and reviews every year? Be your own landlord, buy a freehold. So, through good fortune I purchased 61-63 Low Petergate, although it took all my money.” Another key stage in the creation of the modern Robert Smart Menswear was the redevelopment of 59 Low Petergate, which had been demolished and left as an amenity space known as Buskers’ Corner. It is a credit to Bob’s negotiating skills that he managed to acquire the land from the council to build his current impressive four-storey wrap-round corner building. (The design, while not ideal for retailing, suited the local planners as it mirrors a property on the corner of Stonegate and Low Petergate). So, in August 1982 the doors opened on another chapter of the Robert Smart story to succeed the now-closed Easy Guy, Man at Ease and Squire. The original smaller Robert Smart unit (at 67) lost its formal side, gaining a country feel which has been developed into Smart Country (now at 65). In the 1990s, big brand designers were given a younger, more fashionable, forwardthinking identity at No 59 under the name Mannix. The concept lasted until 2014, when the space was realigned to Robert Smart Menswear at Nos 61/63. The business has been a true family concern from the start. Bob’s first wife Reggie worked in the shops before Ashley and Emma were born. Bob’s second wife, Jane, joined the business in the 1990s to look after Mannix. She was joined soon after by Ashley, who had gained wider retail experience working in Harvey Nichols in Leeds. For several years Emma managed to combine running the Robert Smart Menswear office for four days a week with operating her own driving school. The children’s workload increased dramatically from mid-2009 when Bob was stricken with a serious virus that laid him low for 12 months. Emma joined the family firm full-time and the era of the second generation commenced in earnest. Jane retired from the business in 2012, but still provides cover in the shops when sher and Bob visit York. Over the years, the family has been augmented by loyal staff like Don Sykes, who, amazingly enough, joined the firm when he was 65 in 1975 and had to be persuaded to NOVEMBER/DECEMBER 2017
retire at the age of 86 in 1995. Frank Higgins, another stalwart, clocked up 37 years’ service to 2009. The stores now carry more than 70 better- and premium-level brands, ranging from Barbour and its various sub-brands in Smart Country, to Hugo Boss, a long-standing supplier that maintains the link with the tailoring traditions of the original shop. All the stock-keeping is manually done as Bob has resisted the temptation to have an EPOS system installed. “I have thought of it, but it’s now on the agenda for Emma and Ashley,” he says. Casualwear plays a much more important role now than ever and Bob is pleased he has been a long-standing member of the IMC buying group, which ensures he stocks exclusive, well-priced brands that give him a good margin. He also sells own-label jeans, made in the UK, for £79-£89 in the country shop. The proliferation of once-wholesale-only brands into their own stores and online is just one of the many challenges Ashley and Emma have to deal with. All the other pressures suffered by UK independents have to be tackled too, despite York’s reputation as a haven of small, privately-owned shops. “The mixed trading we knew 50 years ago has been hammered and replaced by caterers, bars and purveyors of bric-a-brac,” Bob notes. “We used to have a huge bank in the centre of the city; it’s now The Ivy restaurant. Independent retailers are tending to cease trading and just collecting the rent from the property.” That option appears a long way off for Robert Smart Menswear. Despite changes of name, location and brands, the formula has been constant: to offer quality merchandise with good and friendly service. The consumers’ desire for that will not go out of fashion even in 50 years.
The details ROBERT SMART MENSWEAR: 59-63 Low Petergate, York YO1 7HY SMART COUNTRY: 65 Low Petergate Founded: 1967 Size of stores: Robert Smart Menswear 1,800sq ft across two floors Smart Country 300sq ft on one floor Staff: 12 full-timers, 1 part-timer Hours: Mon-Sat 9-5.30 Sun 11-4.30 Brands inc: Carl Gross, Brax, Meyer, Barker Shoes, Fynch-Hatton, Oscar, Barbour International, Hugo Boss, Barbour, Magee, Schoffel bira member since: 1978 smartsofyork.co.uk
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Never stand As it celebrates the 40th anniversary of the family business this year, the second-generation team at Sands of Penrith is always ready to try something new.
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THERE IS A lot more to Sands of Penrith than first meets the eye. Firstly, the Cumbrian town is about 40 miles from the coast and the name has nothing to do with beaches or building materials. It came about 40 years ago when John Siddle opened a gift shop with his brother-in-law Harry Squires. Trying to think up a name, they added the first letter of each surname together. S and S became Sands. After just one year, Harry was bought out and the Siddle family has run the business ever since. Today, John’s son Dale is in the driving seat, assisted by his wife Lauren, although John, an energetic 78-year-old, seems to be never too far away. His wife Sandra, who worked in the business for 40 years and is, says Dale, “brilliant at displays” still pops in to help when needed. Even the neat Sands shopfront is deceptive. Although it suggests the shop is an average-size rectangular-shaped unit, in fact Sands runs in an S-formation to the back of the property on the ground floor, while there is also a roomy upper floor with several different levels. It is
an extensive emporium of gifts, kitchenware, homewares, stationery, cards and, increasingly, jewellery and fashion accessories. New product lines, after all, attract new customers. To add to the surprising mix, Sands Sunbeds, a busy tanning salon and beauty spa, is found on the top level. Sands is not, as one might presume, a standalone unit. Just across the road sits a much smaller shop that is Sands’ clearance outlet, a pop-up arrangement that attracts customers who are after keen bargains . And the business reaches beyond Penrith. About 30 miles to the west, in Cockermouth, is Fagans, a smart-looking gifts, cookware and jewellery shop about the same size as the main store. Showing again the strength in depth of the Siddle clan, it has been run by Dale’s sister, Dawn Iredale, since it was opened 21 years ago. Overseeing all these elements of the Sands business is Dale, who followed another family tradition before joining the family firm. Between the ages of 16 and 24 he was in the Scots Guards, NOVEMBER/DECEMBER 2017
The big interview
still The imposing main Sands store
NOVEMBER/DECEMBER 2017
having signed up as a junior soldier. His father was in the RAF and for many years he was active in the military cadet movement locally, so the forces was a predictable choice for Dale. “Going in the army was something I always wanted to do, but I suppose it was inevitable that I would come into the family firm eventually,” he says. “One of the attractions is that we are a big family and we are always open to ideas to try something new.” That is evident by the layout of the main shop, where the contemporary designs of Joma Jewellery and women’s handbags by Katie Loxton, the founder-designer of Joma, dominate the front area that not long ago housed cookware. Given the variety of what’s on offer in the store – from spectacles to teddy bears, from pans to china figures, from clocks to greetings cards – it’s not surprising that even Dale finds it difficult to sum up concisely what Sands is. “We have always been known as a cookware specialist, but it’s hard to limit us to that now because of the strength of our jewellery and
gifts,” he explains. “We have never stood still as a business. Dad was big in hardware in the early years, but then the likes of B&Q took away that trade, so he tried something different. We had a music store on the first floor and then a video store, when they were popular. People might be surprised to find a tanning salon up there, but we were on to that early. We have had it for at least 30 years. We now have five beds and in the summer, we can see up to 100 customers in a day.” John Siddle owned the freehold from the start so he would not have to work for a landlord. Despite the size of the 19th century property, it is not ideally suited to the principles of modern retailing, with lots of different floor levels, oddly proportioned rooms and strange little corners. One of the stockrooms, for example, was a stable when a previous longforgotten tenant used horsepower for deliveries. Despite the building’s challenges, the team does a brilliant job at making use of every wall, corner and free-standing unit. The presentation of the huge range of merchandise is
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The big interview
What to do online is our biggest challenge. It is difficult to make a profit if you have to keep cutting prices to match others
The details SANDS 16 Devonshire St, Penrith CA11 7SR SANDS CLEARANCE STORE 5 Middlegate, Penrith CA11 7PG FAGANS 51 Main Street, Cockermouth CA13 9J
Photography: Paul Driver
KATIE LOXTON The Lanes Shopping Centre, 10 Globe Lane, Carlisle CA3 8NX Founded: 1977 Size of store: Sands Penrith xxxxsq ft on x floors Clearance Store Penrith xxxsq ft Fagan’s Cockermouth xxxsq ft Staff: x full-timers, x part-timers Opening hours: Mon-Sat x-x Sun x-x Main brands: (just a selection of your important brands from several depts.) Annual sales: £xxxxxx bira member since: when? All relevant website addresses and details for Twitter/Instagram/ Facebook and anything else you use
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impressive, underlining for customers Sands’ expertise and authority across several product categories. But, as many bira members know, not every consumer wants to buy premium goods at a premium price in a smart environment, so in October 2016 Sands opened its clearance shop across the road from the main premises. This has a nofrills, pile-’em-high approach with everything being offered under the slogan “at half price” thanks to deals bought from Horwoods and Prestige among others. The premises are being rented on a rolling monthly basis, but while it’s working, it will be kept going. It’s another move to reflect changing times. “We initially tried the concept in another unit in the street and it did phenomenally well, so we opened this pop-up,” says Dale. “We sensed there was a different customer to the one that shops in Sands, maybe someone who doesn’t feel so comfortable in such a nice and perhaps expensive-looking shop as we have. All the different suppliers have offers, so it has not been difficult to stock it.” Another clearance store was tried in The Lanes Shopping Centre in Carlisle, 20 miles to the north, for eight weeks in September and October this year, but this was not so successful, proving again that retailing is a fickle business. “We got the space at a low rent, so it was worth a shot. It was a high footfall area opposite Primark, but we think that people were coming there to buy clothes, not to carry round pans and
cookware,” Dale explains. Adding yet another dimension to the Sands activities is the relationship Dale and Lauren have built up with Katie Loxton, the Banburybased designer, over eight years. Since September 2016 they have run a concept shop in The Lanes in Carlisle selling only her Joma Jewellery and Katie Loxton accessories. The pair are looking to open another branch of this concept next year. In yet another connection, Lauren looks after the Katie Loxton site on Amazon in the UK, as well as handling her sales and distribution for the Amazon US site. All this underlines, as Dale observed, that the Siddles are open to new ideas. Back in Penrith, however, the main store is still the cornerstone of their varied activities. As manifested by the clearance shop, the family is conscious of the changing nature of the local population, which is augmented through the summer by a sizable influx of tourists, The market town has a population of about 15,000, a figure that has almost doubled in the 18 years since Dale joined the business. Yet the town centre is not as busy as it used to be. Carlisle is only a 20-minute drive away and locals enjoy making shopping trips to the bigger rshopping centres of Newcastle, Leeds and Manchester via the convenient motorway network. “In the shop we attract a total mix from tourists to Penrith people, ranging from those looking for traditional glass, china and cookware to NOVEMBER/DECEMBER 2017
The big interview
The pared-back approach in the clearance shop
a different group looking for trendy jewellery and trendy gifts and cookware,” says Dale To reach this diverse crowd, the business operates a clutch of social media channels for Sands gifts and cookware, Sands Sunbeds, and Fagans, plus one called Girly Goodies, which promotes Katie Loxton accessories and Joma Jewellery. All the digital activity, including the Girly Goodies channel for the US, is overseen by Lauren and a team of three in Penrith. The main store has a transactional website, but Dale admits to a problem familiar to many bira members – taking money online is not so difficult, but making money is not so easy. “What to do online is our biggest challenge. We have a sophisticated site with in-built price checkers to monitor other sites, but it is difficult to make a profit if you have to keep cutting prices to match others. We carry thousands of items and it’s complicated to know what to feature. We just tick away online; it pays for the staff. Of course, everyone has a smartphone these days and can check what you sell against someone else, but it’s a false economy to think online is an answer for an independent.” What has been more reliable has been Sands’ long-standing relationship with bira. The company uses the credit cards services and buys some products through bira direct, but Dale would like to see even more, better, deals made available to members. After all, he’s only maintaining the family tradition of keeping things moving forward. NOVEMBER/DECEMBER 2017
The rear entrance of the main store
The clearance shop opposite the main store
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Legislation advice GB
Prepare for GDPR THE EU GENERAL Data Protection Regulation (GDPR) comes into effect on 25 May 2018. The regulation takes the existing laws around personal data and adds extra layers of accountability and compliance, while also providing data subjects with additional rights. Retailers using e-marketing need to be aware of the new law, which imposes some significant changes around consent. The basic obligations for processing personal data remain the same: Only collect what you need for lawful processing, keep it up to date, delete it when you can, keep it secure and don’t send it out of the European Economic Area (subject to some exemptions) Significant changes to note are:
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9. – 13. 2. 2018
Is your business ready to deal with the new rules on data protection? Check out these tips to be OK with GDPR
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Evidence of compliance The GDPR requires that as well as being compliant, organisations are able to demonstrate compliance with the law. This requires that policies and procedures are carefully drafted, remain up to date, that staff are shown to be trained, and that the organisation has a detailed understanding of its use of personal data. Recommendation: Carry out a data audit to ensure you know the personal data you hold, the basis for holding it, where it is received from and where it is sent. Then review your policies to ensure that these are consistent with this.
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Subject Access Requests Individuals’ rights to receive a copy of their data are enhanced. Under the GDPR there will be no fee for providing these and the response time is reduced to a month. Expect an increase in these requests. Recommendation: Ensure you have a process to deal with subject access requests in the timeframes. Consent Where processing is based on con-
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sent (eg for marketing), the GDPR requires that an individual’s consent is fully informed, actively and freely given. Consent can be withdrawn at any time. Post-GDPR, you can only rely on consents collected before May 2018 if the consent was consistent with GDPR. Recommendation: Review all processing that is based on consent to ensure it is GDPR-compliant. If not, update consents before May. Privacy Impact Assessments Where you are undertaking new processing, which may impact data subjects, the GDPR requires Privacy Impact Assessments (PIA) to be undertaken. These can be time-consuming and may require engagement with the Information Commissioner’s Office (ICO) if the processing is shown to be high risk. Recommendation: Ensure plans for new projects are built in time for carrying out a PIA and any engagement with the ICO. Notification of breaches The GDPR requires businesses to notify the relevant authority of all data breaches without undue delay, and where feasible within 72 hours, unless the data breach is unlikely to result in a risk to the individual. Recommendation: Ensure you have a policy for notifying breaches internally and staff are aware. Liability Currently, the maximum fine for breaches of data protection law in the UK is £500,000. Under the GDPR this increases to, potentially, €20m or (if higher) 4% of any organisation’s global turnover. Recommendation: See the previous recommendations. Treat personal data with care. Train staff. These tips were compiled for bira by Andrew Hartshorn, partner with legal firm Shakespeare Martineau. NOVEMBER/DECEMBER 2017
DON’T GET CAUGHT OUT
WITH HIDDEN CHARGES FOR YOUR
CARD PROCESSING BIRA AND GLOBAL PAYMENTS HAVE BUILT A TRUSTED WORKING RELATIONSHIP OVER 17 YEARS AND AS PART OF THIS RELATIONSHIP ONE THING YOU CAN BE SURE OF IS THAT GLOBAL PAYMENTS PROVIDE TRANSPARENT PRICING.
NO HIDDEN FEES
Everything you will have to pay is clearly presented on your service schedule and Global Payments will answer all of your questions about your fees, so there are no nasty surprises when your bill arrives each month. As well as being clear on pricing you’ll also get access to other membership benefits should you switch to Global Payments including:
ADDITIONAL BENEFITS No separate authorisation fees
Preferential rates
No setup fee (normally £150)
Access to a cashback facility
Next day crediting* with cleared funds if you bank with HSBC plc
Terminal rental fees waived for the first 3 months if you’re new to Global Payments
LOOKING TO SWITCH? Give Global Payments a call on 0800 731 8921** quoting BIRA
*Maximum limit applies, call 0121 446 6688 opt.1 for more information. **Lines are open 9am to 5pm Monday to Friday except Bank Holidays Global Payments is HSBC’s preferred supplier for card processing in the UK. Global Payments is a trading name of GPUK LLP. GPUK LLP is authorised by the Financial Conduct Authority under the Payment Services Regulations 2009 (504290) for the provision of payment services and under the Consumer Credit Act (714439) for the undertaking of terminal rental agreements. GPUK LLP is a limited liability partnership registered in England number OC337146. Registered Office: 51 De Montfort Street, Leicester, LE1 7BB. The members are Global Payments U.K. Limited and Global Payments U.K. 2 Limited. Service of any documents relating to the business will be effective if served at the Registered Office. Issued by Global Payments, 51 De Montfort Street, Leicester, LE1 7BB. GP588
chip away at their competitors. With most of us now using mobile devices to search online, major search engines are placing more emphasis on local results. For small businesses, SEO is a cost-effective solution that lets them easily analyse the success of their efforts and there are many articles and guides online that can help you get started.
Omnichannel retailing
Surviving the modern high street in a digital age THE IMPORTANCE OF an online presence should not be overlooked by even the smallest business. An attractive and functional website can be a business’s best employee, rolling marketing, customer services and sales into one. But that’s just a stepping stone towards a full digital strategy that not only drives online sales but boosts footfall. Social media strategy Social media is often the first port of call for start-ups and SMEs looking to gain traction from their digital marketing efforts. A solid
In-store tech A high-tech approach does not have to be limited to the online domain and can go further than a well-built website. In-store tech can offer an improved customer experience, as well as a deeper level of valuable insight and customer feedback. social strategy is flexible, targeted and personal, Businesses can track purchases, offer flexfocused not only on getting ible payments and ping pop-up adverts people in-store with offers on to people’s smartphones as they For retail and cyber and product announcewalk past their stores. There are insurance, contact: ments, but on retaining them tools available that allows the 0330 123 5939 with customer service and owner to easily track sales info@birainsurance.co.uk useful digital content. and to provide quick data birainsurance.co.uk on what items, products Local SEO (search engine optiand services are and aren’t misation) working well. This helps to SEO has been around for a while and it is an create a much more accurate stock take at the area where the goalposts constantly move, givend of each quarter and give a stronger focus ing smaller businesses plenty of opportunity to on profitability.
Workplace pensions
You cannot ignore auto enrolment
The regulations on auto enrolment pensions are mounting up. They are a burden, yes, but infringements can be very costly to your business. Keep up to date with the law, says Graham Peacock, MD at Salvus Master Trust. AUTO ENROLMENT IS a new responsibility for all employers in the UK. The rules are complex and the tasks are many, but in simple terms employers need to put staff into a workplace pension and make contributions. This is auto enrolment at its simplest, but many employers are getting it wrong. At Salvus Master Trust we have worked with bira since the very early days of AE and we want to avoid bira members being fined. The penalties are small to start with, but can quickly grow. Fixed penalty notices are being served on employers on a regular basis; 20,000 have been issued so far, with almost 5,000 in April to June 2017 alone. In an exercise known as an escalating penalty notice, fines can move to a fixed fee that increases daily. Fines of £10,000, £20,000 and over £50,000 are being seen. Many employers have set up a workplace pension with Salvus. Many others do what’s needed on time. Get the process wrong at your peril.
22
Here are some simple steps to avoid a fine: l Set up a workplace pension through bira as early as possible. l Speak to your payroll provider and make sure payroll is adjusted to make deductions from pay and perhaps make use of postponement l Get your direct debit set-up to collect the contributions l Every time you run payroll upload a pension contribution file l DO NOT fall behind with contributions as the regulator fines for that too l Make sure your staff are put into the workplace pension before they can opt out l Don’t encourage staff to opt out - you are fined for that also l And next year the minimum contributions go up from 2% to 5% Overall, about 10% of employers have some kind of intervention by the regulator and mostly that results in a fine. We have launched an online support desk
and we run webinar sessions for payroll professionals to show them what needs done. If you have missed your staging date or you fall behind, get in touch at the earliest opportunity and we can sort this. To help you stay compliant, Salvus has a dedicated contribution monitoring team. We remind you each month to upload contributions data. We will tell you if you miss a month and then again, each month for three months. At 90 days the regulator will know you are late. Workplace Pensions are a good thing for your staff. Both you and each employee can pay more in at any stage. Your staff can transfer previous pensions in free of charge and it is all online, so your staff can log in to see their pension account. There are still 750,000 employers that need to embrace auto enrolment. If you are one of them, contact us today and let us get you set up. Applying is easy. It is online with no forms to print. To sign up or for more information, visit https://bira.co.uk/services/bira-pensions/ NOVEMBER/DECEMBER 2017
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Product news
November/ December
RAVENHEAD GIN BALLOONS ARE JUST THE TONIC Designed with a large capacity bowl shape, which allows plenty of room for ice and lemons, Ravenhead Gin Balloons are ideal for enjoying a classic G&T or juniper juice with a festive twist. Top-quality glass means they are highly durable and dishwasher-safe, while the sophisticated style will add a touch of elegance to any party. The balloons are great for experimenting with fruits and flavours in cocktails. 0151 486 1888 / sales@rayware.co.uk
SALTER SECURE BLOCK Perfect for the customer moving into a new home or wanting to refresh their kitchen, this Salter 5-piece set has all the knives they could need. With soft-touch rubber handles for extra comfort and grip, the knives have non-stick coated blades to maintain quality and hygiene. Completely dishwasher-safe and made to withstand the demands of a busy kitchen, the set includes a unique smart bloc for easy access of the knives. 0161 627 9673 / sales@upgs.com saltercookshop.com
VINTAGE KILNER - IDEAL FOR GIFTING AND GATHERINGS For juices or infused waters and even Christmas cocktails, the Kilner Drinks Dispenser is the perfect way to serve beverages. The easy-touse tap keeps the drinks flowing, while the glass dispenser and airtight clip-top is the freshest way to store and serve them. The set comprises matching handled jars, mini handled jars, straws and lids. This vintage-style set is perfect for gifting or for keeping. 0151 486 1888 / sales@rayware.co.uk
A PAN FOR LIFE BY SALTER A wok, griddle and 20cm, 24cm and 28cm frying pans are included in the new Salter Pan for Life range. Pre-seasoned with PTFE-free wax layers, the pans’ unique patina coatings seal in seasoning with every use. The non-stick coatings allow for healthy cooking with little or no oil and release food debris for easy cleaning. With induction bases, they are suitable for all hob types and can be used to cook tasty dishes in the oven. They are safe to use with metal utensils. 0161 934 2283 / sales@upgs.com
PROGRESS SCISSORS RANGE
PREP & GO SET FOR SALAD
Preparing fresh, great-tasting meals is made easier with this superb range of Progress Multifunctional Kitchen Scissors. With professionalquality stainless-steel blades for precision cutting, plus ergonomic soft-touch handles and smart-locking features, the scissors can handle cutting, chopping ingredients, peeling vegetables, opening bottles and much more. Herbs can be snipped directly on to meals for garnishing.
Ideal for making lunch on the go or preparing delicious meals in advance, the Salter Prep and Go Set features small, medium and large food compartments. As these three fit inside one another, the space-saving design is highly portable. Its large capacity allows different ingredients to be carried, while the built-in spiraliser means that healthy vegetables can be added straight to the meal with minimal effort.
0161 627 9673 / sales@upgs.com saltercookshop.com
0161 934 2283 / sales@upgs.com saltercookshop.com
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NOVEMBER/DECEMBER 2017
Would bira members like your products? To discuss appearing on these pages, contact mutimedia sales executive Simone Adams on 0121 446 6688 or email simone.adams@bira.co.uk
SALTER’S MEGASTONE WILL STAND THE TEST OF TIME Born from the need for functional, durable cookware, Megastone is an innovative new coating from Salter. Hard and long-lasting, Megastone is 2-3 times stronger than popular marble and aluminium cookware and will stand the test of time. It can be used with metal utensils and will remain scratch-free.
BEST FOOT FORWARD WITH SOLID GEAR SAFETY SHOES
0161 934 2283 / sales@upgs.com saltercookshop.com
SNICKERS WORKWEAR: RIGHT & BRIGHT FOR WINTER Check out the newest and brightest working clothes from Snickers for autumn-winter in its new user catalogue. Using the latest in marketleading designs and fabric technology, the new Snickers products make working in the worst of weather much easier and comfortable. Included are brand-new 37.5 high-tech undergarments, plus jackets, trousers and accessories added to the RUFFWork, FLEXIWork and ALLROUND clothing families. There is also a new hi-vis garment collection for maximum safety and wellbeing on site. And it’s all complemented by the UK’s most extensive size range
There are more than 30 products in the Solid Gear and Toe Guard safety shoes and boots ranges. Integrating modern designs and sporty looks with best-in-class materials for comfort, protection and durability, these will keep feet warm and dry all winter long. Light and safe fibreglass toecaps will not conduct the cold, while new composite plates are made of technical fibres that are lighter and thinner but still stronger than their predecessors. Added to the Vibram outsole and Cordura ripstop fabric, these features provide rugged protection all day long. Gore-Tex forms part of the uppers to make them highly breathable; they’re also waterrepellent and waterproof to keep feet dry. The unique BOA Closure System on certain styles distributes the pressure evenly across the feet to ensure a glove-like fit. 01484 854788 solidgearfootwear.com
01484 854788 / snickersworkwear.
PRECISION AND POWER FROM HULTAFORS HAMMERS
Compact in design, the Salter 4 in 1 Food Prep Set includes a selection of attachments that fit to the food collection bowl with ease. With this versatile kitchen tool, the grater can make a colourful salad using carrot and beetroot, or extra flavour can be added to dishes with some grated ginger and garlic. The juicer doubles up as an egg separator, and all ingredients will be neatly contained in the large collection bowl, which features a handy stripper that leafy herbs can be threaded through.
Ball hammers, carpenters’ hammers, T-block hammers, electrician’s hammers, sledge hammers, dead blow hammers and even copper hammers are included in the new range from Hultafors Tools. Ergonomically designed for ease of use in a range of sizes and with a special grip technology, they can handle the toughest work, delivering the best possible levels of precision, performance and safety. Vibration damping features, reduced recoil and even an anti-sparking feature in one of the models make Hultafors hammers ideal for a huge range of tasks.
0161 627 9673 / sales@upgs.com saltercookshop.com
01484 854788 hultafors.co.uk
4 IN 1 PREP SET BY SALTER
NOVEMBER/DECEMBER 2017
TOOLBANK FOR EVERY TRADE & TASK The leading distributor of tools and accessories for every trade, including agricultural and maintenance, Toolbank offers over 30,000 products. Handling brands such as Stanley, Roughneck, DeWalt, Bahco, Scan and Fiskars, Toolbank can deliver within 24-48 hours to all bira direct and BAGMA members from its 13 warehouses that hold £80m worth of stocks. Specialist ranges such as PPE and clothing, security, lubricants and lighting are all part of the Toolbank offer, as are free catalogues, websites and merchandising facilities. 01322 32160 / toolbankservices.com
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Would bira members like your products? To discuss appearing on these pages, contact mutimedia sales executive Simone Adams on 0121 446 6688 or email simone.adams@bira.co.uk
Product news
November/ December
DUAL POWER FESTIVE LIGHTING FROM JEGS Suitable for both indoor and outdoor (and not just at Christmas), these Dual Power Festive Lights from JEGS offer up to 72 days of use on one set of high-quality alkaline batteries with an in-line USB connection. This means that the set
can either be plugged into a USB connection or run on batteries. These easy-to-use lights also feature an innovative timer and are available in white, warm white, multi-coloured and icicle variants. 01702 421666 / jegs.co.uk
STYLISH HERITAGE WITH VINERS STUDIO 18.10
Bringing a touch of heritage and style to a Christmas dinner table or gift-wrapped for a loved one, the Viners Studio 18.10 was created by leading silversmith Gerald Benney (1930-2008). It features a luxurious textured effect much-loved since the early 1960s and now Viners has extended the range to include matching tableware. 0151 486 1888 / sales@rayware.co.uk
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Making everyday sense in your store. JML are offering an exciting opportunity to have our hugely successful video promotions in bira member stores, in one of two great options and at exclusive prices. Using either your own in-store fixtures, or JML’s FSDUs, free of charge, we will display a wide range of our award-winning products. JML will supply all the TV screens, backed by our team of merchandisers to provide support.
With 6 promotional periods, backed by TV campaigns, throughout the year, the stands will always look fresh. If stands are not an option, JML can also help with clip strips, CDUs, shippers and other merchandising solutions. Please get in touch to see how we can work with your store and see all our pricing, clearance and full product range!
Contact James Thompson - james.thompson@jmlgroup.co.uk Tel No. 07776 145916 • www.jmldirect.com Bira Half page advert.indd 1
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NOVEMBER/DECEMBER 2017
Counterpoint / Doghouse Danny
Customers keep cracking us up If you are new to retailing, keep yourself a record of the odd things customers say, our new Counterpoint correspondent Danny Doghouse recommends
Customer: “How much are your packs of frozen mice?” Me: “What size of pack do you require?” Customer: “The £10.50 ones.”
NOVEMBER/DECEMBER 2017
WOULD YOU LIKE to write something for our Counterpoint column, Eric the editor asked. Yes, why not, I said, not having a clue what to write. So, I asked myself, do I go down the route of listing the trials and tribulations of running a pet shop in a small market town? And explaining how hard running any small retail outlet can be? Or how recent and forthcoming events may make things harder still? Or should I keep it light-hearted and look at the positive points of running a retail business? Well, there’s enough doom and gloom in the news every day, what with Brexit, terrorism, the political parties fighting within themselves. So, I decided to go light-hearted, apart from one thing I must get off my chest – business rates. I feel very strongly that the entire system needs urgent attention. Like many bira members, I’d like to know why the Big Boys (I hate that term) and the multiples on their everexpanding out-of-town retail parks with lots of free parking are paying a lot less than we town-centre traders are. We were once considered to be the hub of the town, but now, as a long-established pet shop owner, I can confirm we are getting a ruff deal (excuse the pun). Well, that’s the rant over. Back to the lighthearted stuff. I am lucky and glad to be running a business where the vast majority of my customers are happy, jovial animal lovers. That’s the effect pets tend to have on us humans. Judging by the furiously wagging tails and bright faces, our four-legged patrons (mainly dogs) always appear happy to be in what must be their idea of a sweetshop. We have a high volume of tourist customers, many of whom return year after year. It is very common to hear them tell us: “We got dragged in here because he/she remembered from last year exactly where to go”. It’s the canine version of children dragging their parents into a favourite toy shop. It’s great to have such enthusiastic customers. Is it because we are so nice or is it because they get loads of treats. I wonder… Although it only seems like yesterday since we opened, we have been trading for over a quarter of a century. One regret I have is not having kept a book of the humorous and some-
times obscure comments and requests we’ve had from customers. I did mean to compile one, so I’d recommend anyone just starting out as an independent retailer to think about making such a book. It would make good reading to brighten up a slow or gloomy day. Among the unforgettable ones we’ve had was “Do you sell Thornton’s chocolates?” Yes, really, we were asked that in our pet shop. As well as, “Do you have cigarettes?” One of my recent favourites involved the frozen mice we sell for feeding to reptiles. This is how the exchange went: Customer: “How much are your packs of frozen mice?” Me: “What size of pack do you require?” Customer (astonishingly enough): “The £10.50 ones.” Me (trying to keep a straight face): “Oh, those ones. They will be £10.50.” Then there’s Christmas Sue, a regular customer who from late December onwards will remind us with every phone call or visit to the shop exactly how many days are left until the next Noel. I think Sue likes Christmas. Of course, as Sue often reminds us, the 2017 edition is just around the corner. I never cease to be amazed by the ever-increasing array of festive goodies we have for our pet-loving owners year-on-year. If someone had told me all those years ago when I took on the business that one day I’d be selling freshly-baked biscuits, cupcakes, birthday cakes and, yes, Christmas cakes for dogs I would have laughed. But that’s what the customers want and that’s what goes towards paying my mortgage. Thankfully for me and my fellow bira members in the pets sector, we British are undoubtedly a nation of animal lovers.
Have your say Would you like to share your views and experiences with the bira community? We welcome contributors like Doghouse Danny. You can write under your own name or under a pseudonym. If you are interested, please email editorial@bira.
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bira notices
The membership magazine of the British Independent Retailers Association Published 10 times a year by bira publishing Editor Eric Musgrave 07702 628848 eric@ericmusgrave.co.uk Design Alan Bingle 07949 024737 alan@forty6design.com PA, senior communications & PR officer Kate Godber 0121 446 3730 kate.godber@bira.co.uk Multimedia sales executive Simone Adams 01295 713329 simone.adams@bira.co.uk All advertising and editorial enquiries editorial@bira.co.uk Printed by Buxton Press
bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215 www.bira.co.uk bira national president 2016-18 Vin Vara, Tool Shop, London
bira helps Save the High Street Independent retailers, government officials and industry leaders were joined by bira on 25 September for a Save the High Street Conference. SARAH ARNESEN, HEAD of marketing, events & PR at bira, attended this important event in Richmond, Surrey and took part in panel discussions regarding high street matters. Sarah explained: “bira is pleased to be working with Save the High Street towards our combined goal of supporting independent retailers and helping them thrive. bira has been in the corner of independent retailers across all sectors for 118 years, and we are committed to the continuing success of every independent business we work with. Modern independent retail-
ers recognise that great ideas, insights and ideas can be found beyond the confines of their own business and attending events like the Save the High Street Conference helps them stay one step ahead. bira believes independent retailers are stronger together and that independent retailing in the UK has a bright future.” The event culminated with a series of presentations on retail issues and solutions, as well as exhibitions on future retail. Some of the tips can be found on savethehighstreet.org/high-streetconference-25th-september/
Keeping tabs of payment changes these aspects and ensuring that the voice of independent retailers was heard, Bob joined a panel discussion that evaluated how technology embedded in tablets, phones and laptops could potentially overtake cards. He then moderated a second panel debate, examining whether, by utilising big data, shops can become smarter than consumers. Surinder, who runs the All Seasons DIY store in Smethwick, concisely represented the views of independent retailers in what was a good discussion.
Bob Jarrett
MAKING PAYMENTS FASTER, easier and more secure was an overriding theme at PayExpo Europe 2017, the UK’s largest payments event. One of the main partners at the event at Excel London on 4-5 October, bira was represented by Bob Jarrett (marketing & membership director) and Surinder Josan (bira’s first vice-president). The future of banking and all the changes happening in the digital payment sector are of considerable importance to retailers and should be treated appropriately. Addressing
bira membership magazine incorporates bira alert, Hardware
We welcome our newest bira members
CEO Alan Hawkins Finance director John Collins Commercial director Jeff Moody Membership & marketing director
Today, Cookshop, Housewares & Tabletop and Pet Product Focus. If you would like to reproduce anything from bira member magazine, please contact the editorial team for permission. While every effort is made to ensure the accuracy of the material we publish, bira publishing cannot accept legal liability for any errors or omissions, nor can they accept responsibility for claims made by advertisers or contributors. Unless specifically stated, goods or services mentioned are not formally endorsed by bira. Views of the contributors are not necessarily those of bira. All rights reserved. © 2017
NOVEMBER/DECEMBER 2017
Posh Paws, Newton Abbot, Devon; J Wood & Son (Bilsdale Ploughs), York; McLaren Tractors, Dingwall, Ross-shire; DIY Icing Centre, Birmingham; Morleys Stores, Wimbledon; TRP (Scotland), Sleaford, Lincs; Gwisgo, Aberaeron, Ceredigion; Dorset Garden Machinery, Dorchester; ARC Agricultural Engineers, Thame, Oxfordshire; Furnish & Fettle, Wetherby, Yorkshire; Two’J Supermarket, Nottingham; Chimney Formal Menswear, Royston, Cambs; Mac and Computer Solutions, Swindon, Wiltshire; Roasters Sandwiches, Tamworth, Staffs; Environmental Husbandry, Naseby, Northants; Remi Tools, Falkirk, Stirlingshire; Dog House Design, Bradford-onAvon, Wilts; Roobarb Lifestyle, Smethwick, West Midlands; Suite Dreams Furnishing, Newport, Gwent; Chef’s Ware, Hastings, Sussex; Lifeworx Journey, Chester.
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Claire Leigh (centre) having fun at work with (left) Karen Philpott and Debbie Jones
The last word
Claire Leigh
TWO DUCKS, WOKING, SURREY
VISITING GIFT SHOPS used to be a hobby for Claire Leigh, so when she wanted a change of career after having two children, she opened one herself. And to keep it in the family, her twoyear daughter Ellyn came up with the name.
Q
Was visiting shops really a hobby? For as long as I can remember, I’ve loved visiting gift shops, craft fairs and galleries, looking at all the lovely things. I enjoyed buying things for myself, our home, family and friends. I day-dreamed about having a shop, possibly as a retirement project. I had a career in marketing for 20 years, working for (IT firm) Oracle and a large law firm, among others. After having my children Ellyn and Henry (now 8 and 5), and being inspired by some friends who were opening a wine bar, I thought, “Why not now?”. So, four years ago, I started the business with an £8,000 credit card loan.
Photograph: Kerry Harrison
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That’s not a lot to open a shop? That was just to buy some stock. I was still working in marketing part-time when I launched the business. I started out with gifts parties, meeting in people’s houses in the runup to Christmas 2013. I was taking £200 to £500 on an evening, which proved to me people liked what I’d selected. I then graduated to a pop-up area in the friends’ wine bar in the centre of Woking, which was doing very well. In April 2014 I moved into a very small area in the back of what is now my shop. It was then a deli, but within a year, when things didn’t work out for them, I’d expanded into the entire space. That little area seemed so big at first.
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Where does the name come from? When I was doing my planning, I asked Ellyn what I should call the business, promising myself I’d use whatever she came out with.
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She said, “Ducks”. She was two at the time so I added her age to create Two Ducks.
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What changes have you made ? When I started I was very committed to stocking British-made goods from British designers, but I soon had to admit that it didn’t work that well as a business model and so expanded to include items from elsewhere as well. I had some beautiful hand-made British jewellery, for example, but it is expensive and not enough people are willing to pay those prices. I have always been known for having very good-quality things, but I sell scarves – one of my most popular lines – from between £12.95 and £18.95, not the £25 I used to ask.
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Describe the appeal of Two Ducks. The store is bigger than it looks from the outside. Customers call it as an Aladdin’s Cave or a Tardis. I cover everything from baby things, to gifts for men and for women. I have fashion, gifts, stationery… We light scented candles and play relaxing jazz. People come here to relax while shopping for nice things. I look at lots of gift shops and sites and believe that Two Ducks offers something unique.
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How do you attract customers? We are in a residential area of Woking, so there is not that much footfall passing the door. We do put lots of effort into our window displays and we have lovely flower boxes at the front, but I have worked hard on social media and on networking with potential customers. I did courses with online marketing expert Amy Porterfield so that I could be as effective as possible. I now pre-sell a lot of things by promoting them on Instagram or Facebook about two weeks before delivery. For example, recently I’d sold most of my order of Holster, a casual shoe
brand from Australia, before they’d arrived. That was lots of £54.95 sales guaranteed and hopefully the customers will buy something else when they come in. I also attend lots of events locally that involve women. I give talks to other would-be female entrepreneurs and network with small-business people like me at something called the Guildford Hub, which is good for training and development. And, of course, I am a bira member. I really enjoyed the conference this year and will be stopping on for the bira awards in 2018.
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Has your attitude to other retailers changed since you became one? I now know it’s really hard work! It’s becoming easier since I employed people – Debbie Jones has been with me virtually from the start, while Karen Philpott is a new recruit. To make the shop as efficient as I can, I have invested in iPads and a great EPOS system. I do loads of research, but it’s my work now, not a hobby.
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What’s next? My husband Nigel has afull-time job, but he’s also my odd job man and bookkeeper. He build my website but in March 2018 we are scheduled to be going live with a new transactional website using the Vend online platform.
Personally speaking Hobbies - Hot yoga/boot camp/acting/ clothes shopping/afternoon tea/Netflix Music - Jazz Fave food - Good cheese/chocolate Fave drink - Red wine Car - Nissan Qashqai Best holiday - Italy for agritourism Best gadget - Amazon Echo Fave film - It’s A Wonderful Life (1946) Business heroines - Online expert Amy Porterfield & Alison Campbell, my first boss at Oracle Corporation) Best bit of advice - Don’t stock anything that isn’t getting you a decent profit, and buy for your customer, don’t buy for you. Greatest achievement - Winning Best Gift Shop in Surrey this year, with 40% of votes, voted for by customers! Something surprising about you: I was an actress and appeared in a feature film screened at Cannes about 15 years ago. Two Ducks, 5 St John’s Road, Woking, Surrey GU21 7SE TwoDucksGifts clairetwoducks clairetwoducks
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