Retail MattersISSUE TWO JUNE 20

13

Retail Hub of the North...

In this Issue:Welcome

An Overview of the LEP

Retail Matters Conference - 20th June

Focus on…Ecclesall Road

Once Upon a Time…

Boiled Frogs or a Thriving Business?

Customer Service is the Key

Staying Ahead of the Times

That Vintage Feeling

Phot

o ta

ken

by J

oe A

rmit

age

at B

oneS

hake

r Pho

togr

aphy

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:02 Page 1

Retail Hub of the North...

Welcome…...to Retail Matters

Retail Matters Conference – 27th September 2013

Welcome to the second edition of Retail Matters. April and May were fantastically busy monthsfor us, launching the Retail Matters conferences and also the magazine. Both have been reallywell received, with local businesses across the region desperate to share their exciting newswith our readers.

Last month we launched our first eventwith some inspirational speakersincluding John Graham from GoOutdoors, Gilbert Vasey fromSpecsavers, Darren Pearce fromMeadowhall and Ben Still from TheSheffield Region Executive Team. Our second event will not disappointand we are welcoming more retail talentto the stage.Our sole purpose behind Retail Mattersis to highlight the importance of retailto the region, demonstrating that itreally does offer great benefits. Theretail sector is Sheffield’s second largestemployer, providing jobs to 30,600people (nationally retail is the UK’slargest private sector employer,employing almost three million people).The retail sector also supports othersectors such as construction, transport,

food processing and business services.Not only that, retail makes a significantcontribution to the economy (nationallyretail sales totalled £303 billion in 2011,equivalent to 20% of the UK’s GDP).It’s impossible to deny the exceptionalopportunities that the retail sectoroffers for the whole region. Our missionfor the region is to become the RetailHub of the North; creating jobs,attracting visitors and driving growth.Let’s watch this space and see what thenext few months bring.

Ann CadmanVice Chair of the Sheffield City RegionRetail Forum and Director of TheSource Skills Academy

If you are interested in advertising in Retail Matters or submitting an editorial feature, please contact us for further information.

Contacts - Sophie Taylor - t: 0114 263 5667 m: 07827 852 504 e: sophie.taylor@thesourceacademy.co.uk

The next Retail Matters conference will be held on Friday 27thSeptember at The Source Skills Academy 10am – 12pm. We have somefantastic speakers at the event looking to share their retail experiences.Please keep an eye on The Source’s websitewww.thesourceacademy.co.uk for announcements.

The event is set to be really inspiring, offering some golden nuggets ofinformation to apply to any retail business.

For further information or to book your ticket, contact Eleanor Spenceon 0114 263 5602 or email Eleanor.spence@thesourceacademy.co.uk

02

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:02 Page 2

Retail Hub of the North...

An Overview of the LEP

The Importance of the Retail Sector in the Region

“The Sheffield City Region was among the firstLEPs to get Government go-ahead in October2010. The Government sees LEPs as a key meansto facilitate economic growth and rebalancethe economy.

LEPs have great potential – through giving astrong voice to the private sector and access topower in Whitehall. LEPs represent anopportunity to harness the best of the publicand private sectors, give a private sectorperspective on how to cut through red tape,and help deliver initiatives that truly matter forlocal people. The Sheffield City Region LEPcovers an area which is home to almost 1.8million people with a GVA of £25bn - aneconomy greater than many Europeancountries!

The Sheffield City Region LEP’s vision is abouttargeting specific areas where it can add valueover and above what local authorities,

Chambers and other organisations are alreadydelivering. Key to this is genuine private/publiccollaboration and market intelligence tobusiness and growth.

“The LEP can only be successful if itunderstands business needs from the keymarket sectors in the city region. To this endthe LEP has established Sector Growth Forumsfor key sectors which act as a voice for keyopportunities for growth in that sector. TheLEP’S Economic Overview highlights 9 keysectors for driving the economy”.

The LEP ambition for retail is: “To develop theSheffield City Region as the premier shoppingarea of choice in the North of England. Thiswill be realised by the City Region developing anational reputation for diversity of offer,dynamism, and excellent customer service”(2013 revised Economic Overview).

The retail sector in the city region is both alarge employer and a direct source ofentrepreneurial and growth focused activity.

A vibrant retail sector is also a great advert forthe city region. So the LEP Board is workingwith the retail forum to focus on growth,vibrancy and a productive sector.”

I am not one of those guys who supports thetheory that online is a threat either. It’s achange I agree but then the world will continueto change around us and we have to changewith it. Embrace online and see it as aopportunity. People will still buy stuff!

I really like the retail strategy for the SheffieldCity Region developed by the Local EnterprisePartnership (LEP) Retail Forum because it showshow a joined up approach and a wider viewcan play to all our strengths and offeropportunities for all of us. Make no bonesabout it - retail is critical to our economy andit will continue to be so - but the strategyshows it could be so much more if we tacklethe issues in front of us, rather than defend theindefensible. The strategy is ambitious - theissue is whether we are ambitious enough toembrace it.

Sheffield City Region has a number of retail"hot spots" according to the strategy - theybeing Rotherham, Barnsley, Sheffield, Doncasterand Chesterfield town centres plusMeadowhall. All of these are complimentary tothe region, non are exclusive of each other and

all need to continue to develop. The SheffieldChamber will continue to push that view.Rotherham has made great strides in the lastfew years, so has Sheffield but in truth that hasfurther to go still. All the evidence shows thatwe lose people to shop in Manchester andLeeds and its Sheffield City Centre that has thepotential to stop that but we MUST get onwith the Sevenstone investment now - notsometime in the future.

Meadowhall remains a real asset to the region.Its offer is different (and must remain so) fromthe town centre locations but it brings realwealth here that would go somewhere else.The business rates it pays (that are huge), thepeople it employs, the money it invests intraining would be a serious hole in oureconomy if they weren't there. But even itneeds to keep developing and meeting futurecustomer demand so we must allow moreinvestment by it in the projects that are alreadyon the table (NEXT, IKEA) - but they will not bethe last.

An ambitious region means we are ambitiousin every area, not least Retail. I think some of us

understand that and have responded but I'mnot sure that is common all over the region.The world doesn't owe us a living - we have togo out there and make one!! Retail is NOT dead- it’s very much live and kicking - its just got torespond

“The Sheffield City Region was among the first LEPs to get Governmentgo-ahead in October 2010. The Government sees LEPs as a key means tofacilitate economic growth and rebalance the economy.

Retail is Dead!! At least you'd almost think that listening to some of the news these days. We can't pretend itseasy, especially as individual spending power reduces, but then hasn't business always been thus?

from Richard Wright, Executive Director at Sheffield Chamber of Commerce

03

from Ben Still, The Chief Executive of The Sheffield Region Executive Team

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:02 Page 3

04

Retail Hub of the North...

Focus on…Ecclesall Road

Once Upon a Time…

Sheffield City Region is an ever expanding area with pockets of exciting businesseswelcoming shoppers into their innovative stores, sharing their quirky ideas andoffering an exciting shopping experience. This month Retail Matters focuses onEcclesall Road, a hive of activity offering something for everyone.

...in leafy Sheffield, there lived two best friends, Kate and Anne, who were lucky enough to own their veryown shop. Their shop wasn't just any old shop. It was an enchanted chocolate wonderland!

Ecclesall Road has grown over recent years to offer the best of both worlds for residents, with excitingindependent retailers offering something unique and large retailers offering a familiar shopping experience forconsumers.

With ‘choice’ being the word du jour, our independents are thriving and customers have never been so diverse.Here we welcome two inspirational Ecclesall Road retailers to discuss their stories and how breaking the mouldbenefits both our customers and fellow retailers.

Kate Shepherd and Anne White met whilststudying at Sheffield Hallam Universitywhere they both took on weekend jobs inCocoa. Towards the end of their courses,the ladies were offered a fantasticopportunity to buy the business. Afterignoring advice from friends andprofessionals, they followed their heartsand went ahead with the purchase. Howcould they resist being the owners of themost enchanted shop in the world?

Cocoa specialises in gourmet single estatechocolate made by small co-operatives aswell as locally handcrafted delights, madeby small family businesses.

Kate and Anne are so passionate about theirproducts that they've visited a ChocolateFactory in the West Indies and a TeaPlantation in the Yangshou Mountains,China.

Kate said: “Cocoa Wonderland is hiddenaway from all the hustle and bustle oftoday's modern living, and we like to thinkthat walking into Cocoa is like taking a stepinto the past. Packed full of treats with rowsand rows of every kind of sweet imaginablein sparkling glass jars. And of course,exquisite chocolate!”

Anne continued: “Customers visit us fromfar and wide, just for a little taste of Cocoa'smagic, finding themselves lost in nostalgiaand transported back to their childhoods.”

So Cocoa isn't just any old Chocolate Shop,that's why they named it Cocoa'Wonderland'. Over the past 7 years sincegraduating from University and taking overthe business, the Cocoa ladies havetransformed this tiny little shop into a

social hub. It is no longer just a place to popin and to buy a luxurious treat. Cocoa is theplace to make friends, escape, relax andunwind at one of their Tasting Evenings,Chocolate Lock-ins, Knit Club or Book Club(with a cup of their truly decadent thick HotChocolate!).

Cocoa's expansion doesn't stop there; thereare big plans for the creation of Cocoa's veryown chocolate collection... watch thisspace!

www.cocoawonderland.co.uk

Photos taken by Amy Bartle

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:02 Page 4

05

Retail Hub of the North...

Boiled Frogs ora Thriving Business?

Paul Iseard bought The Famous Sheffield Shop on Ecclesall Road in 2001 with a passion to create a diverseshopping experience for customers. With more and more shops opening in the local area, Paul’s dream hasbecome a reality. Here he shares his shopping passions and highlights the importance of responding to changein retail – who wants boiled frogs?

“Take a live frog, put it in a pan of cold waterand heat it slowly. The frog cannot detect thegradual rise in temperature, so it boils to death(please do not try it at home!) The boiled frogsyndrome applies to any organisation that failsto react quickly to changes in their externalenvironment. Kodak’s sluggish response todigital photography is a good example.

I often think about the gradual changes takingplace in my little saucepan of water!

My shop is on Sheffield’s trendy Ecclesall Road.Having lived in the area for over 30 years (asone of the many incomers from down South), Ihave witnessed gradual and relentless changes.Gone are the massed ranks of butchers, bakers,newsagents and grocers; supermarkets andconvenience stores do that now. What remainsand what has developed in our area is moreinteresting, diverse and exciting than whatwent before.

In the past ten years some fantastic new indiebusinesses have appeared and prospered. Theowners have seen the opportunities in theirparticular niche, by offering service andproduct that supermarkets cannot. Alongsidethis influx, the best of the old-establishedretailers have just kept on going. The arrival ofnational brands such as Costa Coffee and PizzaExpress has added to the mix.

My favourite Saturday shopping trip takes meon foot to a brilliant set of local shops; one oftwo really good butchers, organic store foreggs, dried fruit etc, hardware store for bits andbobs, wet fish shop, choice of two bakers,organic fruit and veg shop, choccie shop forweekend indulgence, and any number of cafesselling great food in individually designedenvironments. The perfect antidote to theClone High Street! Every penny I spend stayslocal. Nobody is in a rush and there is plenty oftime to chat with friends, acquaintances andshopkeepers.

So what’s my point (as my son is constantlyasking me in response to my musings?) Well, afew points actually. First, it’s not gloom anddoom for independent shops. Second, there isa lot of new blood in the retail sector – mostof the shops I mention above are run by peopleless than half my age. Third, independentsshould have no fear when the big chains movein; they are an important part of the mix andincrease footfall. And finally, we will surviveand hopefully prosper by keeping in touch withthe changing environment. No boiled frogshere!”

www.sheffield-made.com

Imag

e: C

opyr

ight

Vic

toria

But

tere

ll

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:03 Page 5

Retail Hub of the North...

Customer Service is the Key People can be flippant about customer service but, for me, it’s key to absolutely everything in retail. Each personcoming through that door is a very special person, and they need to be treated like that – both in physical storesand the virtual world.If you make everyone who comes into your store, shops with youonline or calls you on the phone feel important, they’re going to spendmoney in your business. These people may have money in their pocketthat they might spend, and even if they don’t that day, you want areturn visit.

Businesses that get customer service right see the benefits in theirbottom line. Customers stay longer and they come back – whichusually means more sales.

Good customer service starts way beyond the first actual meeting witha customer. For a small business looking to improve customer servicethey first need to make sure they understand who their customers areand exactly what they want. Then they can:

Offer customers the right products and services. We often seeexamples of small independent businesses who buy products that theylike, rather than considering the customers they want to come throughthe door.

Create attractive window displays and websites that entice customersin. Giving an excellent first impression is so important.

Interact with customers in the best way for them, making them feelwelcome and listening to them. Watch for people’s body language -some might just want to browse, others like help. Be available to givethem the support they need.

Make it as easy as possible for customers to find what they want, bothin-store and online. Every member of staff should be like a personalshopper. They need to have a good knowledge of products andservices, and an ability to match these to customers, to know whatstyle of dress would suit someone, the best dish for a particularoccasion, the perfect gift, right piece of technology and so on. Someretailers will now even let customers know where else they can go tobuy something if they don’t offer it in their store.

Develop relationships, where appropriate. Knowing people’s first namescan help to create a good rapport, particularly in small independentstores. Going the extra mile for people.

Make it quick for people to buy. Make sure there aren’t long queues attills, particularly during people’s short lunch breaks, and that staffbehind the till understand that people’s time is precious. It can be sofrustrating to have to wait, especially if there are people behind the tillhaving personal conversations or going at a snail’s pace. Similarly, onlineorder forms need to be as simple and straightforward to complete aspossible.

Offer an easy returns and exchange policy – particularly for onlinepurchases. If customers know that they can return something or swap itif it’s not quite right, and that they won’t have to pay for this, thenthey’re more likely to buy in the first place.

Handle complaints well - empathising with customers and using theirfeedback to improve things for them and others.

It’s important to recognise that shopping is often no longer just aboutgoing into stores, buying something and going out again. It’s about thewhole experience.

We’ve been delivering WorldHost customer service training, and we’vehad so much feedback from people who have said: “It’s been amazing;it’s reminded us of the importance of customer service and how in turnthat will have an effect on our bottom line.”

We’re also working with market traders in Sheffield to help them toadd an element of ‘theatre’ to the market experience. So that peoplearen’t just picking up some mince, or fruit and vegetables, they can alsoenjoy themselves and have a bit of fun if they want.

For retailers who get customer service right, the prize is usually anincrease in profit.

Ann CadmanVice Chair of the Sheffield City Region Retail Forum and Director of The Source Skills Academy

84

Hello sir/madam howcan I help?Would you like a bagwith that? Enjoy your day!

Excuse me, excuse mewhat do you have to do

to get some service??

06

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:03 Page 6

07

Retail Hub of the North...

Hambys - Staying Ahead of the Times Running a business isn’t as simple as ringing the till atthe end of each day; it’s so much more than that. Sowhen you run an Antiques shop, how do you stayahead of the times in business? Chris Hamby ofHamby’s Rotherham does just that.

Bringing a Vintage Feel to Rotherham Thanks to funding from the ‘Portas Pilot’ initiative in 2012, Rotherham Council secured premises at ImperialBuildings and launched its own Pop up Shop for would-be retailers.

Hamby’s is a family run business which dates back to 1961, but ownerChris Hamby has not rest on his laurels. Originally a credit drapers,supplying clothing, footwear, furniture and decorating supplies tovillages and ran by his parents, Hamby’s has received an over-hall overthe last 50 years, moving into new markets to offer customers what theyreally want.

Chris not only runs a successful footwear store, but also an antiquesshop, both based in the heart of Rotherham Town Centre. His model is aunique one – he isn’t afraid to try new things.

“I suppose you could say I’m an innovative type of retailer, in that I don’tjust want to focus my business down one route, I want to try new thingsand be the best I can be in several areas. Both businesses challenge me indifferent ways, but my passion drives me to ensure both are a success.

To me it is vital to stay ahead of the game, and I have looked intodifferent initiatives over the years to ensure I do just that. Last year wecontacted an Account Manager at The Source to help us develop thebusiness further and grow our workforce. The Source had some fantasticsuggestions including WorldHost customer service training and recruitingan Apprentice. I had no idea how recruiting an apprentice could benefitme, but it has been phenomenal.

Taking on an apprentice has been a real eye opener for me. Our firstapprentice in the Antiques Shop made such an impact on the way wework, taking on additional responsibilities above his job description thatwe decided to recruit a second apprentice to work in our FootwearShop.

My best piece of advice for running a successful retail business is tonever stand still. Don’t be reactive, stay ahead of the times and you willsucceed. It could be anything from expanding into new markets, utilisingdifferent initiatives to grow your business or sharing best practice withneighbouring retailers; it’s all valuable for growth.”

Incentives included rent free periods, flexible terms and help with fit-out, which led to a flurry of enquiries.

The 'Vintage Dolls', Louise Griffiths, Jessica Donovan and Debbie Stevenshave taken advantage of the Pop up Shop offer to launch their newbusiness, offering shoppers the opportunity to choose from some of thebest vintage jewellery, clothing and furniture.

As Louise explains: “Vintage Dolls works on giving old items a new leaseof life. The Mary Portas pop up shop has given us an unbelievablyamazing opportunity to showcase our dreams and launch our smallbusiness.”

Cllr Gerald Smith, Rotherham’s Cabinet member for regeneration says:“As well as bringing life back into empty properties and supporting localentrepreneurs, the project also aims to attract businesses that add to theoverall retail offer which ultimately drives footfall and benefitseveryone.

‘’This is one of a number of business support projects that has beenlaunched following the confirmation of Rotherham’s Portas Pilot townstatus in 2012, with over 170 businesses already directly benefitting fromthe funding and the variety of projects it has enabled.’’

Rotherham Mayor Cllr Dave Pickering buys items during visit to Vintage Dolls shop

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:03 Page 7

08

Retail Hub of the North...

We have Apprenticeships available in:• Retail• Customer Service• Marketing• Administration• Warehousing

• Management• Hospitality• Painting & Decorating• Brickwork• Motor Vehicle

“All for employment,employment for all”

“All for employment,employment for all”

At The Source, we believe our Employables are the futurefor business. The Source offers various Apprenticeships forindividuals who are looking for employment and notcurrently at school, college or sixth form. We also offerApprenticeships for people who are currently employedand looking to improve their skills, so there’s something foreveryone!

Looking for EmploymentWe have many South Yorkshire businesses looking to employ anApprentice. The vacancies are full time and allow you to get paid whilststudying for your Apprenticeship. Our team of Tutors visit you and youremployer at work to support you through the qualification and you mayspend some time at The Source too.An Apprenticeship is a great start to any career and we have vacanciesready and waiting to be filled. You can apply for one of our fantasticvacancies at www.thesourceacademy.co.uk – just click on the ‘JobOpportunities’ tab at the top of the page for our live vacancies.

Currently EmployedApprenticeships are a great way to gain a nationally recognisedqualification whilst you work. Qualifications are available in a numberof subject areas and can be tailored to suit you and your employer.Apprenticeships help you improve your skills, knowledge andconfidence, giving you all the equipment you need for your future.The length of qualifications are a minimum of 12 months and can rangeto 2 years, depending on the qualification and level you undertake.Most of the training is delivered in the workplace at a time to suit youand your employer. This way our Tutors can assess you in your workenvironment and you don’t miss out on getting paid. We havequalifications available at different levels (level 2 or 3) to suit you andyour development. You will also gain qualifications in functional skillsand a technical certificate.

EmployerApprenticeships are a great way to develop the skills of a newemployee or up-skill your existing workforce. There are a wide range ofApprenticeship qualifications available in a number of industry sectorsto suit your business. As an employer you can become involved inApprenticeships in two ways:

Recruit an ApprenticeRecruiting an Apprentice is a great way of expanding your workforcewith new talent.

Apprentices can develop their skills to gain a Level 2 or 3 whilstcarrying outtheir duties in the workplace. Recruiting an Apprentice is as easy as1,2,3:1. Provide a job description2. We advertise, interview and shortlist for your consideration3. You interview and select the Apprentice to join your business.Once our Recruitment Advisors have found your perfect Apprenticeand they are in post, a Work Based Tutor will carry out regular visits tosupport you and your Apprentice through their qualification.

Up-skilling Existing EmployeesThe Source also offers Apprenticeship courses for existing employeesat all ages. Existing employees can develop their skills to gain a Level 2or 3 qualification whilst carrying out their current duties in theworkplace. You can even take this opportunity to expand the skills ofindividuals to take on new responsibilities. Up-skilling your existing workforce with Apprenticeship courses is agreat way to:• Motivate your workforce• Increase productivity with a skilled workforce• Reduce skills shortages• Access tailor-made courses with your business/sector in mind• Succession planning

If you are an individual looking for an Apprenticeship, or a business looking to recruit an Apprentice, contact us today on

0114 263 6652 or email apprenticeships@thesourceacademy.co.uk

RM_Issue2_June2013(Final)_Layout 1 26/06/2013 10:03 Page 8