When I joined retra as its chief executive, I knew I would be leading an organisation that is well established and highly regarded within the industry.  But what has struck me since I started in October, is the sheer amount of hard work that goes on behind the scenes.

I can assure you that whenever an electrical retailing issue arises, retra is there, representing the interests of the independent sector.  We are in constant dialogue with industry organisations and have a presence at many meetings and events.

Making a stand

As part of our work, we have been involved with the Supply Chain Group, which was established in 2004 to help the industry prepare for digital switchover.  The group addresses particular commercial concerns in the run-up to switchover, while helping to develop and implement switchover policies. For some time now the Supply Chain Group has been campaigning for the timely phasing out of analogue equipment in the UK.

Digital switchover really picks up pace this year, with the Border region switching on 6 November 2008.  With this date creeping ever closer, it is crucial that our industry makes a stand. Now is the time to ensure the market is supplied with digital-only equipment. 

Though many leading manufacturers have already begun this process – and it is important to acknowledge their contribution – it is fair to say that not all manufacturers appreciate the importance of selling digital-only products.  Some of the lesser-known manufacturers are still mass-producing analogue sets, DVD recorders and radios, and there continues to be a widespread shortage of small-screen digital televisions.

According to GfK, 20% of larger sets sold in the UK in the first ten months of last year, did not have built-in digital tuners.  Almost 80% of all smaller screen sets sold (under 26in) were analogue, as were more than half of all recorders.

Guilty of selling analogue?

I have recently heard concerns regarding the ethics of continuing to sell analogue TVs.  Why should consumers be offered analogue as the UK stands at the threshold of a new digital age.  At retra, we share these concerns, which is why we are actively encouraging manufacturers to make the permanent switch to digital. 

But what we absolutely object to is the suggestion that all independent retailers are consistently selling analogue to consumers without fully informing them of how they'll be affected by digital switchover.  

Until analogue is completely phased out, independents are playing an incredibly important role, providing consumers with the information and advice they need on the issue of analogue versus digital.  

The members of retra operate according to an exacting code of practice that sets out their commitment to the consumer. They are well placed to advise customers on the impending changes, and guide them through the myriad of features, advantages and benefits on offer. By dealing with the public in a frank and open manner, independent retailers empower shoppers and help them make informed purchase decisions. 

Digital advice

We are far more concerned about the supermarkets and department stores, which are not specialists in electrical retail. There is a much greater risk that their non-assisted sales approach will lead consumers to believe certain models will work after switchover, when they will not. The supermarkets' main priority is to stack them high and sell them cheap, and as I have already mentioned, many of these cheaper brands are still analogue.   

In these cases, where are the specialist advisors to educate the uninformed customer? It is safe to say that it is the independent retailer who spends his time at his expense, explaining all the important points that the supermarkets neglected to mention.
At retra, we’ll  continue to work with the Supply Chain Group to help accelerate the switch to digital-only products. Measures have already been put in place to encourage a move toward all-digital product lines of televisions and recorders in the 12 months leading up to switchover in each region.  

In the meantime our members will continue to deliver high standards of customer service.  Independents place great value on their relationships with consumers and I am certain that they will advise and inform them of the changes digital switchover will bring.