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OVER THE COUNTER
Retail Wars Independent card and gift retailer, David Robertson, co-owner of JP Pozzi in Scotland, explains the battle-cry of the ‘Rebel Forces’ retailers in a high street not far away. Tis the season to be jolly. Tis the season to be thankful. Tis the season of joy and peace to all men. Tis the season of fat robins and red doors illustrated on cards. Yet, here we are at the end of another year of turmoil and trouble. A year where we have learnt new words, discussed borders in the sea and seen the High Street washed away in a continued wave of closures, CVAs, buyouts and bankruptcies. The year 2019 brings to a close a decade where everything we knew and thought we knew about retail continues to be challenged and changed. When looking at where you currently are, it is always useful to look back and see where you have come from. Not in a nostalgic, 'them were the good old days’ way, but to remind you of the journey that you have been on: the journey that has shaped you and your business. As many of you know I have been on a bit of a rollercoaster journey for a number of years! Retail has huge highs and excitement. As owner of a shop or shops there are days you go home elated and days that send you twisting downwards. Each day you have to rise to the challenge of being a boss and sometimes have the stubbornness of believing and backing your judgement against the advice of many. In 2009, we bought a derelict nightclub and spent six months (and a small fortune!) turning it into a coffee, card and gift store that would catch the public’s imagination. For the first five years this store flew like no business I 20
PROGRESSIVE GREETINGS WORLDWIDE
Top: Retailers are fighting the battle of their lives on the High Street. Above: Mothercare is another High Street name that has recently gone into administration. Below: David’s Bijou store was once a derelict nightclub.
had ever been involved in, and it continues to be a strong part of what we do today. This was all against the backdrop of the recession of 2008, the emerging social media, online shopping becoming a thing and funnily named websites such as Amazon, which were yet to really dominate in the way they perhaps do now. Retail used to be pretty simple - offer interesting products for all occasions, especially in the card and gift sectors, and you would create a following or a tribe. Margin was healthy and this allowed you to do quite well - it all seemed quite straightforward. In those good old days, as well as steady card sales, the public still had a desire for collectables. This meant many
of us prospered from key brands such as Enesco’s Willow Tree. Fast forward to now, and these types of price points and products are not what they were and many a car boot sale on a Sunday is full of what would have been at one time sought after ornaments. Retail in truth was never easy but it still felt like fun, and that people wanted to find and explore different cards and gifts. Costume jewellery became our saviour, but now where would we be without scarves, handbags and maybe even one size clothing. The point of all this is that retail is constantly changing in terms of what people buy. Now though it is not only what they buy but if they buy at all. People used to enjoy the social aspect of shopping and speaking to the shop assistants. You didn’t buy six things and then return five. You didn’t delay that purchase until you found a discount code. Cards were, and still are, cherished things, with people loving the design, the words and maybe even the price point. Thankfully this part, for now, is still remarkably the same. So, you are reading this column and I would imagine that you are thinking similar thoughts to this: ‘I am loaded with stock and need to be busy! Are the customers going to come? How can I do all this in so little time? Will my sales be steady?’