Attire Accessories - Mar/Apr 2019 (Issue 75)

106 ONL I NE MAT T E R S As bricks and mortar retail sales hit an all-time low at the end of 2018, Louise Prance explains why your online presence should be a key focus in 2019 We’ve heard it all before. Retail is dead. Except it’s not, as you’re all still standing and hopefully thriving. But what can’t be ignored is the continued dominance of the online retail channel. I’m pretty sure that most, if not all, of you will have a website, but how extensive is your web-based offering? Because if the recent stats by accountancy and business advisory firm BDO are anything to go by, it’s high time that you get stuck into the online retail game, and fast. Indeed, the company’s latest High Street Sales Tracker reported that December’s like-for-like sales dropped 1.9 per cent year-on-year, the 11th consecutive month of sales fall for bricks and mortar stores. In comparison, online sales grew 11.9 percent. That’s quite the difference.  Talking of the drop, Sophie Michael, head of retail at BDO, said, “Shoppers have exercised extreme caution or shopped strategically online, seeking out discounts rather than visiting bricks and mortar stores or making impulse purchases.” It seemed that only heavy discounting at the end of the month saved December from reporting worse figures than in 2017.  Of course, for small independent business owners or retailers, setting up and maintaining an all-singing-all-dancing website can be initially costly, and it takes up valuable time maintaining stock levels and staying on top of orders. Likewise, it’s inevitable that the bigger names – that come with bigger budgets – will always welcome higher traffic. But that doesn’t mean you should take yourself out of the game. I can’t recall the number of times I’ve popped into a small boutique and decided, upon returning home, that I wish I could purchase from the store online, and I’m sure I’m not alone.  Giving your customers easy purchasing options, as well as growing your brand awareness, is vital to staying afloat in an ever-competitive market where high street retail is continually declining. Up-to-date, user-friendly websites are imperative – as, I’m sure you’ll know, are well-tended social media channels.  There will always be a place on the high street for independent boutiques, but in order to drive as many sales as possible and achieve high revenue figures, it would be foolish to not give your online presence an extreme MOT in 2019.  If you have any industry issue you’d like discussed, drop Louise an email at louisep@attireaccessories.com .