Esom tips ‘seismic change in retail’


Ben Ireland Advantage Conference, Cadiz


Small and medium-sized travel agencies have the chance to grow in place of big-name high street shops, according to Advantage’s non-executive chairman, who predicts a “seismic change in retail”. Steven Esom, chair of the British


Retail Consortium, expects more big-name contraction and said this was an opportunity for smaller players. His comments came against a


backdrop of trouble for stores such as Debenhams and House of Fraser and ongoing closures at Tomas Cook. Speaking at Advantage’s annual


conference in Spain, he said: “Tere’s no doubt we are going to see a seismic


change in retail. We will see more corporate failures in retail. “Many brands have lost the art of


communication with their existing customer base and don’t know how to communicate with their new customer base.” He told Travel


Weekly: “We are going to see some of the bigger travel agencies reshaping and resizing their agency networks and it will be an opportunity for people coming out of those


companies to set up their own businesses. “Te consumer is changing faster


than big businesses can adapt, whereas independents can adapt all the time – they understand the marketplace they operate in because they’re closer to it. Tey haven’t got to worry if it will work across 600 stores.” He said the next


two to three years will be “very interesting”,


adding that agencies, from homeworkers to one-shop businesses and larger


“mini-multiples”, have so far adapted beter to growing sales via social media channels – and come across as more authentic to customers. Authenticity and trust were the


themes of the conference’s keynote speech by BBC Scotland editor Sarah Smith, who said “the era of authority is over” and that consumers now have a “suspicion” of big brands, and figures of power – instead preferring recommendations from peers. Esom said: “Advantage members


can really bring [authenticity] to the market – but you need to earn the right to be authentic and back that up with clear, concise advice. Everyone is struggling to find new and authentic ways to connect to customers. If they


Steven Esom, Advantage


PICTURE: Nick Robb


Polka Dot plans 16 new shops by end of 2020


Ben Ireland


Polka Dot Travel is to open four more branches and has plans to double the size of its current network by the end of next year. Te 14-shop miniple is to open


agencies in Cannock, Lichfield and Leek in Staffordshire and Mold in North Wales by July. Tat will take its retail estate to


18 shops, and there are plans for two more, most likely in the Midlands,


4 23 MAY 2019


this year as it puts in place a new management team to free up its three directors to drive growth. Operations director Mark Johnson


said Polka Dot is now targeting 30 shops by the end of 2020, with openings likely to come in clusters. Te agency currently employs


nearly 70 staff and anticipates this would top 100 with 30 shops. Polka Dot, which launched seven


years ago, is currently recruiting a regional sales manager to look aſter its growing shop network and is to recruit


We are looking at


10 shops next year. We will be looking for organic growth and acquisitions as well


a marketing manager, HR manager and social media manager. Tat team will report in to Johnson


and joint managing directors Helen Johnson and Philippa Wilcox.


don’t, someone else will.” › Advantage Conference, page 10


Joint MDs


Helen Johnson and Philippa Wilcox, and Mark Johnson


Johnson said: “We are looking at


adding 10 shops next year. We will be looking for organic growth and acquisitions as well. “We see real opportunity for the


brand and want to develop it. “Bringing in the new management


team will free up Helen, Philippa and me to really focus on that strategy.” Meanwhile, Polka Dot Travel is


forecasting turnover from its existing shops to hit £50 million in the year to October 31 this year – up from £32 million the previous year.


travelweekly.co.uk


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