ayrmer software :: press release :: 16 december, 2008
The impact of e-shopping on the south west's high streets
Retailers in the south west could be missing out on vital trade as the region's high streets become "window shopping" destinations for bargain hunters who pick and choose their items before buying online at a cheaper price, according to Charlie Collins, managing director of Devon bespoke software development company, Ayrmer Software. With this trend set to continue as consumers further tighten their belts, small business that don't have an e-commerce facility are in danger of losing out as shoppers hunt for bargains online - one of the only areas of retail that seems to be holding its own in the face of the "credit crunch".
"The trend for trying things out on the high street before buying online has been growing for the past three or four years, but it's come into sharp focus recently with the credit crunch really starting to bite," said Charlie Collins. "Fears surrounding security that held some shoppers back in the past have now been largely resolved and eclipsed by a desire to find the lowest price. The footfall on the high street may be reasonably strong, but the lack of shopping bags on arms is the real benchmark. For small businesses in the south west that have a unique product to sell, having an online presence maximises the chances of keeping shoppers' money local, even if they initially leave your shop without buying.
"For smaller, niche businesses in quieter parts of the region, having an e-commerce site can be a great leveller. There's location for one; you don't have to afford the rent in the busiest part of town, you just need to make sure your search engine optimisation's good enough to get your site listed on the first page of Google. Although brand loyalty does play a part in internet shopping habits, small businesses are in a much better position to lure customers away from the bigger brands if they have an online offering. And then there's the tourist trade - you can convert holidaymakers to customers for life if you're able to offer them online ordering and delivery to their home.
"As long as your goods are suitable for delivery, in theory, you can trade online. Businesses must also be prepared for sudden increases in sales; not fulfilling orders on time is one of the quickest routes to an unhappy customer and loss of business."
Devon wine merchant, Best Cellars, was forward thinking in 1999 when it first established its internet business. In conjunction with Ayrmer Software, the company, which also has shops in Ashburton and Chagford, has significantly developed its e-commerce offering through its website, www.bestcellars.co.uk.
"To begin with our website started off as a bit of fun - an experiment to see if there was a demand for buying wine online," explains Emma Richards, who runs Best Cellars with her husband Jonathan. "It soon became apparent that there was, and still is a strong demand, as the site has gone from strength to strength. In the early days, we thought of it as a bonus but these days it's an essential part of our business.
"In the last 12 months, we like many others, have noticed fewer customers visiting our shops. We're relieved that we made the decision to go online - our online sales now account for about 30% of our annual turnover and frankly, without it we would be finding it increasingly difficult to stay afloat. Best Cellars offers a unique product range and whilst we are exceedingly grateful to our local customers for their continued support, we aim to continue growing and the only way to appeal to a wider geographical audience is online. If the mountain won't come to Mohammed, then Mohammed must go to the mountain."
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