In October 2006, Which? surveyed 10,655 online panel members to assess the overall customer satisfaction levels with fifty well-known high street shops. Five retail aspects were examined: product, convenience, customer service, pricing and shopping experience. Based on the answers, Which? compiled a list of the top 50 high street stores and the top grocery and electrical shops.

The very good news for independent electrical retailers is that they came fourth overall (and second in 'customer satisfaction') behind John Lewis, Waitrose and Marks & Spencer in the Which? survey. It, however, contained bad news for the Dixons Stores Group, the parent company of PC World, Currys and Currys.digital (formerly Dixons). All three of these stores came in the bottom eight of the Which? survey. As Which? put it: “The message from our survey is clear. If you want to buy an electrical product, stick to John Lewis and independents, and steer well clear of the large chains.”

At a time when all retailers are having to battle increasingly hard for customer business, with purse strings being tightened, household costs rising and consumer debt at a continuing high level, the importance of the Which? survey results should not be underestimated. Customer service – the knowledge, availability and helpfulness of staff, and after-sales service – becomes more, not less, important in a tough retail environment.

A new competitive tool

Whilst independent electrical retailers are at the cutting edge of customer service now, if they want to keep this position of advantage in the future, their offer to customers is going to have to embrace 'green retailing'. Climate change, sustainability and environmental issues are now higher up the national and global agendas, and in the future they are more likely to be part of the customer's decision making process prior to purchase. Recent research by Luxury to Landfill, for example, found that around a third of those polled would favour an electronic or electrical product which has been designed with either a low environmental impact (34.4%), or minimal packaging (35%) or recyclability (31.6%) in mind. As evidence of this shift in public mood becomes more apparent, manufacturers, where they are not already doing so, will have to up their game in delivering greener electrical kit, for retailers to sell.

Green retailing options

What are the green retailing options that independent electrical retailers should be looking at in the short term? It is important, first, to get the approach right and second, to focus upon practicalities. Any 'green retail' approach will need to be an integral part of the business model. This necessarily means that it will need to be more than an essentially compliance led 'add on' to the business. 'Green retailing' should be a means through which the independent demonstrates both societal concern and a 'can do', socially responsible approach to business/retailing. This approach, as defined, can be a point of difference between independents on the one hand and 'pile them high, sell them cheap' retailers (whether 'bricks and mortar' or online retailers) on the other hand.

A focus upon the practicalities means taking practical green steps and making customers aware of the actions taken. There are plenty of available sources of information for independents that want to address and improve their use of in store of lighting and heating and, also the ways in which they dispose of waste. To give but one example, The Carbon Trust provides direct support to retailers by recommending energy-efficiency measures and highlighting ways in which energy costs can be reduced.

retra, too, is focused upon practical green initiatives. New energy buying and water use member benefits are currently being looked at and it is expected that these will be introduced during the year.

For independents, the future is bright if the future is green.

mark.hayward@retra.co.uk

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