After a short visit to Wales, it is clear that the multiples are colonising where it matters - the sides of car parks in tourist towns. We have three examples of local shops that could do more to win business from tourists. At Montgomery, a town that has 35 of 50 retail units empty, we parked in the attractive high street and walked towards a cafe for a cup of tea. As we reached the door a bell on the town hall clock rang out. "We're closed, it's 4.30," the waitress said, with a smile. She really did look pleased to turn us away. At Trecastle, we stopped at a cafe which was recommended but claimed to be closed Mondays and Tuesdays. "You are open," we said, with delight. "In your ad it said you would be closed." We had a nice late lunch. The owner did not ask where we had seen the ad. Outside Welshpool, we stopped at a farm shop. It was expensive. There was some attractive looking honey. Underneath it said made in New Zealand. So did the next honey. And the next. By the time we found the local honey we did not care. The Co-op in Brecon sold me eggs in a pack of four. That was how many eggs I wanted to boil for breakfast. It was the stand out moment of the week. The local shops were OK but they need to be much better if they want to beat the multiples.
We are launching the 2009 Independent Achievers Academy tomorrow in London with a group of retailers and suppliers. The marketing team have come up with a great practical exercise to help us relive the Academy experience. At its heart, the IAA has a simple concept: set a goal, plan to hit it and celebrate the outcome. I hope to learn lots from participants and will pass this learning on to you.
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