Posted by | dgaddy | on | April 9, 2011 | Comments Off
About the Author David Gadd is CEO of ICO3 Ltd. He is a leading expert on E Commerce conversion rates and how to grow an E Commerce business. David Gadd
Cornwall is one of those counties that from a retail point of view presents many challenges. There are no obvious large retail centres – at least in the way that Plymouth, Exeter and Bristol have large centres – so there is no great shopping “draw” to the county. Also many of the stores suffer from the huge seasonal variation in visitor numbers to Cornwall, with more than 5 million visitor trips to the country in summer substantially adding its permanent population of 500,000. In some towns like Newquay the increase in numbers during the summer months is astonishing – as high as 31 times higher than the normal population (http://db.cornwall.gov.uk/ltp/marchannex2/chapter_57.html)
A good E Commerce Proposition for local Cornish retail stores provides them with an opportunity to compete on an equal footing with any other retail store in the country and provides better stability when the summer visitors have left. With the current national standard of delivery being “Next Day” all retail stores in Cornwall are able to provide this using most Courier companies at very similar prices to outlets in London, Birmingham, Manchester and Leeds. E Commerce can also help focus shops on less “short term” wins and more longer term wins: knowing that their Stock does not have to sell by the end of September because they can sell it through their website, Amazon and Ebay is a huge confidence boost to owners who might worry about over investing at the beginning of the season.