FIELDREPORT


strategy also appears to fly in the face of numerous studies and swathes of customer research.


The need for all retailers to streamline costs cannot be ignored. Property experts Colliers International, UMC Architects, project management firm Kam Project Consultants and supply chain consultancy Total Logistics have conducted research which has forecasted a 5-10% rise in warehouse rents in the South East due to come into effect this year. The planned rent increase as well as things like the increase in the living wage is a real concern which has a lot of retailers looking at how to adapt their operations to cope with rising costs. Unlike John Lewis, Arcadia has come under recent fire for its controversial decision to recoup costs from its suppliers. Although not a sports retailer, their announcement over the summer to impose a retrospective 2% discount on all orders has leſt suppliers angry and has sent ripples through the industry as others wonder if it could set a precedent for the supply chain. Whilst their actions have been widely condemned and the fallout has yet


to be fully realised, the Department for Business Innovation and Skills warned: “Small businesses are more vulnerable to unfair practices which can stop them growing and creating jobs for people” and is calling on the government “to establish a small business commissioner to handle complaints made by small businesses against larger companies in relation to payment issues”. As the industry waits for the government to react, these actions have leſt a bad taste, as some feel this type of behaviour is commonplace amongst the multiples and once Arcadia has pushed through their changes, others will follow.


Consumer Confidence So as multiples grapple with how to expand their multi-channel


operations and how to claw back costs: where does this leave the independent retailer? According to a study by Nielson, consumer confidence rose for its fiſth


successive quarter this year to reach its highest level since 2006. Latest figures from JD Sports contributed to the IMRG Capgemini Index which announced that July 2015 saw online sales in grow by a staggering 14% and research published by Key Note in August reported sportswear sales grew by a healthy 9.5% in 2014. This was echoed by the Confederation of British Industry which


suggested that retailers were at their most optimistic for 27 years. The sprinkling of sunshine seems to have also done the trick as figures


from the British Retail Consortium and KPMG’s Retail Sales Monitor suggest like-for-like sales have seen a 1.8% increase in clothing sales this summer. As these small but significant shiſts in consumer confidence filter


through to the high street there appears to lots of opportunities for independents to attract customers by matching or outperforming the multiples in an area which they have always held the advantage - customer service. As luxury brands go out of their way to distinguish themselves by offering a personal service, could this also be an opportunity for independents to put the customer at the centre of their strategy?


Knowledge is Power Whether it is as simple as being to able to answer a customer enquiry


about stock levels, delivery dates, knowing whether something is available at another branch, or not selling stock online that has already been sold in store, successful sports retailers have always stood out from the crowd by offering exemplary customer service and offering an all round customer experience that showcases their areas of expertise. Industry experts have also suggested that an


online presence could be a platform for independents not only to sell their wares but also themselves, with features such as ‘meet the team’ or video tours of the shop to help generate a sense of familiarity. Similarly small scale trials for delivery slots,


becoming a Click and Collect outlet and local promotions are ways retailers are choosing to not


Top to Toe


Top to Toe is a specialist stock management and EPOS till system for the sportswear industry incorporating full stock web integration with client web sites, Ebay and Amazon. Sportswear retailers across the UK use their Top to Toe systems to automatically keep their shop, web and customer information completely up-to-date and accurate. Top to Toe can be contacted on 0845 130 3535 or info@toptotoe.com.


SGBGOLF 17


Platform Optimisation


Brick-and-Mortar


Seamless Experience


Customer Service


Social Media


Direct Mail


Apps 24/7 E-Commerce


Online


Omnichannel


only adapt to customers changing habits but get a chance to meet and get to know them. Be it whether a customer is looking for heritage, customised or local,


there are a lot of conscientious consumers who look away from the multiples for a more personal retail experience. It appears clear that whilst multiples are still struggling to get online right, much less build a cohesive brick, online and mobile customer experience independents can benefit from being able to understand what their customers expect and respond in a way which doesn’t involve multi million pound roll outs. Feel good factors should also not be ignored as the Sports and


Recreation Alliance reports consumer spend on sport in England was estimated at approximately £20.3 billion in 2010 with attendance at professional sporting events reaching 75 million in 2012. The wider economic impact of spend and attendance at major sporting events has always been notoriously difficult to gauge, but Professor Simon Shibli, Head of the Sports Industry Research Centre at Sheffield Hallam, estimates that events like 2014's British Open Golf Championships brought approximately £75 million to the host region of Liverpool and the Wirral. The influx of tourists and increased trade at these events could be viewed as an opportunity to capture customer details and grow customer databases for future promotions and sales opportunities. Given the British publics insatiable appetite for sports and the changing


way in which they shop, there appears to be a demand for quality and expertise all round. Tough economic times are peppered with glimmers of opportunity for those who perhaps can use their limited size to be agile and responsive. As any successful retailer will tell you knowing what your customer expects will influence all your decisions and help you stay ahead of the game.


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