p.8 misfit 10:FOOTWEAR NEW TEMPLAT 10 08 6/10/09 12:46 Page 8
MISFIT
entered these dens of commercial vice in the first
place.
Much nicer to sit in the comfort of your own home,
Misfit
when you want to, with your happy family round you,
looking at an attractive picture of the object of your
dreams, complete with full technical specification, so
you have all the data you need to make an informed
unbiased buying decision. Come to think of it this is
nothing new. It used to be called buying from a
catalogues, and exactly the same arguments were
advanced for trading thus.
Of course they never mention that the goods
have to be delivered by white van man, who is
unpredictable to say the least. It is no problem if you
have nice neighbours who can take the parcel in, but
some people have nasty ones, or have neighbours
who are out all day.
Is this the end of us retailers?
So, is this end of us retailers? Somehow I think not.
As I pointed out above, going to an efficient retailer is
actually a pleasant experience, and there are still
some things where people really do need to see what
they are buying. Fruit and veg is one example that
L
ast night I discovered Mrs. Misfit glued to the
springs to mind. Cars are another. Who would buy a
computer screen inspecting Debenham’s T-shirt
HE SAYS COMPUTERS
car without sitting in it and opening and shutting
collection. This was slightly puzzling as she
the door?
already has a wardrobe full of T-shirts. When I
ARE BECOMING A
And of course some commodities need trying on,
asked her what going on she replied she was “just
like shoes. It always amazes me that so many people
curious”, something I have known for a long time.
SUBSTITUTE FOR
can buy shoes without trying them on. Perhaps they
Today I read about Sebastian Faulks’ new book, A
only walk from the house to the car and back. Maybe
Week in December, about the collapse of the banks. In
THINKING, AND THE
they simply limp around in agony and slip their shoes
the course of describing the people involved he
off at the earliest possible moment. Whichever it is
makes the point that they were stuck to their screens INTERNET IS ONLY FIT
they are making work for the chiropodists and the
and lost touch with reality. He says computers are
chiropractors.
becoming a substitute for thinking, and the internet FOR BUYING A
Of course, as we well know, some of them come
is only fit for buying a pair of shoes. An interesting
thought..
PAIR OF SHOES. AN
into our shops and try them on to make sure they fit
before placing their order by mail or on the internet.
We are in the course of buying a new dishwasher.
After hours on the internet trying to find the one
INTERESTING
Which is dishonest, but what can you do?
Well one thing you can do is to make visiting our
which is right for us, at the best price, we decided to
go and look at some actual dishwashers in one of
THOUGHT...
shops a pleasurable experience. I don’t mean by that
that keeping them warm and clean and welcoming
those old-fashioned shops nearby. Much to our
customers with a big smile, hopefully we all do that
surprise we discovered that there were people there
already, but we need to do more, like giving the
who knew what they were talking about and so could
customers tea and coffee and providing play
answer our not so FAQs. Not only that, but they were
facilities for their children. Quite a few bookshops
cheaper than the internet, had one in stock and could
include a café so customers can browse the books
deliver it free of charge, as well as taking the old one
while taking the weight off their feet and having a
away for a small fee as well as fitting it.
cup of coffee and a cake. Is there any reason apart
Now received wisdom is that not merely is the High
from possible space considerations why we cannot
Street dying, if not dead already, but that come the
do the same?
end of the century, if not sooner, we shall be buying
Some years ago I came across a shoe retailer who
everything on the internet. There will be no need to
had teamed up with a hairdresser with the idea that
go out; we shall spend all our days glued to the
while waiting to have their hair done, or emerging
computer as a result of which our legs will atrophy, so
from under the drier with their top end all
good bye shoe trade.
refurbished ladies would be tempted to refurbish the
Well, perhaps that is overstating it a bit, but it is
look of the bottom end.
true that in many respects there is an attraction in
There is nothing new in this. Department stores
not buying stuff from shops. You don’t have the evil
have had restaurants for years. The idea is that cus-
shopkeeper trying to steer you into spending more
tomers are lured in to eat their lunch at the rooftop
than you wanted or flog you stock he fears he will be
eatery so they have the opportunity to buy a new
lumbered with. You will not have to encounter
outfit on the way out.
avaricious salespersons who are thinking only of
A salesman once told me he was not selling shoes
their commission or spiffs, or the other sort whose
but lifestyle. At the time I thought he was talking
minds are on their date tonight. You will not be told
rubbish, but now I am beginning to wonder. With the
there is no demand for what you want to buy just
world getting more competitive every day we have to
because they can’t be bothered to order it for you
go the extra mile. If we want to survive we have to
because there is only half an hour before closing
create an experience. We have to stop being
time. In fact it is difficult to see why anyone ever
shopkeepers and start being showmen.
8
•
FOOTWEAR TODAY
•
OCTOBER 2009
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