PUBLISHER’S NOTE I
f a single lesson has been learned this year it is that there are no certainties in business. No certainty that any brand or business is
mightier than the combined power and loyalty of its customers. One by one customers have turned their backs on the likes of Topshop and other Arcadia brands, turned their noses up at the Debenhams offering, and turned away from EWM and its assorted bedfellow brands. Whilst it is easy to understand why travel businesses, including airlines, along with hospitality venues and all of the associated event production suppliers have faltered as a result of the pandemic, consumers haven’t stopped buying clothes. They have instead chosen more carefully from what is available to them. Meanwhile they have actually increased their spend on homewares and DIY products, on gardening and outdoor lines, on health and personal care products and taken their business to those who have both the ranges and the ability to deliver. What the assorted failed businesses have shown us, in no uncertain terms, is that if you take your customers for granted, fail to respond to their wants and needs you and your suppliers are on a hiding to nowhere. Then when your board swans around taking unjustifiably exorbitant salaries whilst claiming government subsidies left, right and centre, having chosen not to invest in improving the true multichannel capability that customers want, then pretty much all can be completely wiped out in a single financial year. You have the gall to take your suppliers’ trust and support, knowing full well you cannot pay your way, and you betray every one of your employees. How do these people sleep at night ? How much did they ring fence for themselves before their businesses went to the wall ? How forensic will the investigations be ?
It has been tough for everyone. I don’t know anyone who has been untouched by the ravages wreaked by Covid-19, but trying to
attach the blame on the pandemic for years of failure stinks. It has been positively sickening seeing the assorted ‘official statements’ emanating from the aforementioned bankrupt businesses (and their ilk) whose management and ownership has been nothing short of shambolic. But this final issue of 2020 should not be wasted on these miscreants – rather it should celebrate the almighty efforts that have been invested in survival by committed business owners and their teams. The businesses which have done everything in their power to look after and retain their employees, finding new ways to work, and more efficient ways to meet customer needs. Businesses which flipped their factories over to the manufacture of PPE and products like hand sanitiser, businesses which supported their local communities, engaged in fundraising and businesses which created new jobs.
Whilst 2020 has been the most difficult year on record for countless individuals as well as for many businesses, we now need to look to the future, repair and renew. To leverage partnerships which can help to make good some of the the damage that has been caused. Personally I find it gratifying to see that the businesses which have actually benefited from strong trading as a result of the pandemic are now lining up to repay furlough monies and to offer to pay the business rates that had been waived for their retail premises. The news of this will surely strike a chord with customers and help to generate greater loyalty with those businesses going forward as few consumers are oblivious to the fact that the government will have to raise taxes in order to balance the ‘pandemic books’.
I hope for a more positive 2021 for everyone, it won’t be for the want of trying.
JRH Don’t believe what they tell you – there is a great job waiting for you. ... 4
expertregister@directcommerce.biz
homeofdirectcommerce.com/jobs
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