CONFERENCE REPORT
M
ark Radford looked at the recent
rate reforms and what this means to
independent
retail businesses. When explaining why we still have what he described this “bricks and mortar tax in a digital age”, he revealed that
The Government has also business
promised to increase the threshold for the standard business-rates multiplier to a rateable value of £51,000,
taking 250,000 smaller
properties out of the higher rate. This will reduce business rates for many small businesses - including some high-street shops. Relief will
be
the business rate yield in 199/96 equalled £19 billion and by 2012/13 it had reached £26.1 billion. By 2021/22 it is expected to be £33.7 billion.
As part of the rate reforms, from April, 2017 the Government has said it will peranently double Small Business Rate Relief (SBRR) from 50% to 100% and increase the thresholds to benefit a greater number of businesses. Businesses with a property that
has a rateable value of £12,000 and below will receive 100% relief, with no rates payable. Businesses with a property that has a rateable value between £12,000 and £15,000 will receive tapered relief.
U
nder the ‘innovate’ stream of the conference, there was a presentation about the
Digital Garage project
from Google in order to help independent retailers reach new customers online. Google’s Abbey Oladapo gave delegates a fantastic insight into what they can do to develop and enhance their online presence. “You need to have a strong digital strategy. Businesses that have a mature or clear digital strategy grow twice as fast as those who don’t. We have a free platform online to offer training. It is certificate-endorsed by Google and you can get your staff to do it. You need to realise the importance of developing online skills and what you are doing online. You need to: optimise your business’ presence on Google and then manage that presence.
Internet penetration in the UK is at 94% and, it is easier to do research online now. When people are in their research phase, that’s when you want
to catch them.
That’s when they can be influenced for purchasing decisions. They go online to compare prices. They don’t need instant gratification of having it now. They will wait and get it delivered – probably on the same day using their Amazon Prime.
18 DIY WEEK 16 JUNE 2017 available for
multiple properties, as long as the ‘other’ rateable value is less than £2,600 and total rateable value is less than £17,999 (£24,999 in London).
In addition, from next year
Greater London local authorities will get powers to collect business rates rather than getting a proportion from central government. This was initially planned to be implemented in 2020. However, Mr Radford
hard on the topic, Mr Radford laid out the trade association’s business rate manifesto. It would like to see the Government: • Exempt a proportion of rateable value for all retail premises
• Apply the business rate only above the threshold
• Allow changes resulting from a revaluation to take effect immediately
• Extend re-occupied relief for shops to 1 year
• Review all existing discounts and exemptions
• Remove the RPI index • Increase the frequency of revaluations
told
delegates that, despite promises of reform, the current system is expected to remain in place until at least 2022. As BIRA has
been lobbying
Optimise your presence Be aware that when you conduct a Google search, you’re not searching the web, you are searching Google’s index of the web. More content is shared on social media now, which affects Google’s algorithms.
It is important that businesses
register online. Tell then your details – you want to be found. Search engine optimisation (SEO)
means you are giving your site the best opportunity for being found by Google. Keyword analysis in this instance is very important. You want to get those keywords in the title, site description and body of text but be sure to do it properly. If you try to cheat the system, Google will pick up on that and penalise you, which is counter- intuitive to what you are trying to do. Play within the game and look at Google trends where there are tools you can use. Bear in mind you are writing for human beings, so it has to make sense. Write good quality content or people won’t come back because they’ve had a poor experience. If you’re writing good content,
people will share what you write on social media and that gets you out to a wider audience. Make sure you tag your images.
As a customer I might know what I’m looking for but don’t know where to find it. If I find a picture of the item, make sure that image
Abbey Oladapo gave delegates top tips on optimising their online presence
leads back to your site. You can even test how Google
reads your site at testmysite.
thinkwithgoogle.com. That way you know what you need to focus on. Try and avoid uncommon mobile software. If you’re going to create a site, then use technology that works across all devices and platforms.
Mobile optimisation is important
now. Make sure your site has optimal viewing for everyone. You want them to have a good viewing experience. If people don’t have a good viewing experience, they won’t come back. Make sure people are talking about your site in a positive way. Ratings are very important to how people view your business. Customers want to buy from people that have the best ratings and reviews. If you have a negative
review, engage with them, don’t ignore it. Try and resolve it. Manage the information online about your business.
• Align revaluations with economic cycles
• Begin a long term review to consider more fundamental reform
Concluding, Mr Radford said that “the 2017 Budget confirmed
that business rates are here to stay”, however, he firmly believes that the Government will “have to find a better way to tax the digital economy”. Looking
to the future, he
also discussed the fact that the government has reportedly exploring a self-assessment option similar to that of income tax. This would remove the burden currently placed on the Valuation Agency Office (VAO), which is struggling to deal with a torrent of appeals, and place the liability with the ratepayer to make a correct assessment.
It’s
amazing how many companies have incorrect opening hours on the web. Customers rely on the information they find online. You need to contribute that information to Google – they’re not as all- seeing and all-knowing as you think. If your information changes, tell Google. Use Bing, Trip Advisor and Yell as well and make sure they have the correct information for your business.
Add photos to your information online. It makes such a difference when browsers are online and have to make a decision.
Why should people choose you? It’s the detail that sells. Grab attention – make sure you have an irresistible offer”
www.diyweek.net
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