North Swindon MP, Justin Tomlinson, highlighted the importance of supporting local retailers, young entrepreneurs and the high street during a debate he led in Westminster.
Justin, who is the Co-Chair of the All-Party Parliamentary Group (APPG) on Retail and Vice-Chair of the APPG for the High Street and Town Centre, outlined how Government is supporting the small-business owners who have led the recovery and how the £50million regeneration of Regent’s Circus will mean retailers can create new jobs and bring further growth to Swindon’s economy. Swindon can boast 300,000 shoppers within 20 minutes of it and 3 million within an hour, and the town was singled-out by Mary Portas during her review of the state of the British retail sector. In particular, Ms. Portas highlighted to impressive impact of Swindon Borough Council’s decision to cut car parking charges, which led to a 10% increase in footfall and, crucially, people spending longer using the town’s facilities.
During the debate, Justin highlighted the fantastic work of businesses in Swindon who are adapting to counter the rise of internet shopping and encouraged businesses to follow the examples of good customer service seen in shops across the town. As Mary Portas highlighted in her review, retailers have to be prepared to adapt the way in which they operate to compete against companies who can offer the ease of online shopping, 24 hours a day. In Swindon, high street retailers are putting customer service and expert product knowledge at the centre of their plans, as well as amending opening hours to suit a wider clientele and this, twinned with the welcome measures on business rates announced by the Chancellor, means that Swindon’s retailers will continue to grow.
Justin Tomlinson MP said: “Swindon’s high street retailers are doing a fantastic job in adapting the way in which they do business after the economic crash. Small-business owners are offering a hands-on, personal service to consumers that you simply cannot get online and I am delighted that this, twinned with the £50 million regeneration of our town centre and the support offered by Swindon Borough Council and the Government, means that our retailers are securing jobs and growth for the town”.
To watch Justin's speech from the Westminster Hall debate, click here (from 1:43:50)
Justin Tomlinson (North Swindon) (Con): It is a pleasure to serve under you, Mr Walker. It is an absolute pleasure to follow the hon. Member for Stockport (Ann Coffey), who, with me, co-sponsored the debate. She delivered a fantastic speech; not only is she a real champion of the high street, but, with all her talk of the future and what the high street needs, she is a presenter in the making should “Tomorrow’s World” ever be re-launched.
I am a proud retail geek. My parents ran a retail shop, so I spent many hours after school behind the shop counter—I had my very own “Open All Hours” experiences as I was growing up. I am the new co-chair of the all-party group on retail, alongside the hon. Member for Stockport. I am also the vice-chair of the all-party group on town centres.
Town centre regeneration is a major issue in the Swindon area. We were on the cusp of major regeneration in 2007-08, but as the economy crashed, I am afraid the developers went to the wall. However, we are very much at the front of the queue for the next wave of regeneration.
Regent Circus is taking shape by the day, and it will have a new cinema and a number of eateries, including Nandos. Judging by my postbag, that is exciting huge numbers of people. Those things will be here this time next year, which is a big boost, especially for a town that can boast 300,000 shoppers within 20 minutes of it and 3 million within an hour. That is one reason why we were able to secure £65 million of private sector investment to rebuild the legendary Oasis leisure centre—I am sure Members have all gone there with their bathing costumes. I have set up a retail forum, and I regularly visit lots of shops and retailers. This is a key interest for me.
I am an unashamed Mary Portas fan. I know she is a controversial figure and divides public opinion, but I think she shone a light on not only some serious issues and challenges, but some opportunities for the high street. Sometimes we need someone who is straight talking to come in and shake things up. There was almost a collective acceptance of defeat, and there was no reason for that, because, as Mary Portas has shown, there is so much that can be done to help the high street.
As the hon. Lady said, the high street is important. About 11% of the country’s work force is employed in retail. There is a lot of flexible working, which suits a lot of people. Often, people’s first job is in retail. My first job was at Starrs newsagents, although, regrettably, I had to leave because I was spending more than I was being paid on stuff I did not need, because I was always staring at it and putting it on the shelves. So, for no reason other than that I could not afford to work there any more, I had to end my newsagent career.
Local authorities have a key part to play. Many areas have an opportunity to pursue redevelopment, but local authorities must understand that they need to be flexible. There are towns where there are historic reasons why certain buildings need to be protected, but a lot of towns need to accept that when a developer says the whole town centre needs to turn on its axis by 5°, that might make all the difference. The success of supermarkets and out-of-town shopping centres comes from the fact that they have built environments that attract customers, and town centres need to replicate that.
Although it is important to attract the brand names and the anchor stores to the high street, towns must have space for the small independent shops that create character and give people an extra reason to come off the motorway at that junction to visit that town centre, rather than those further down the motorway.
We have talked about parking. I was proud that the Mary Portas review highlighted Swindon for best practice. Despite challenging financial times, we managed to cut car-parking charges. We then saw a 10% increase in footfall, following five to 10 years of decreases. Suddenly, cutting charges to £2 for four hours led to a 10% increase and, crucially, to a much longer dwell time. Previously, people were coming in to do their banking and then leaving. After the change, they came to do their banking, visited a café and, once they had refuelled, they would go and spend money on shopping, which is great for local business.
A number of people will no doubt talk about business rates, and I do not want to enter into a big debate about them ahead of the autumn statement. However, we need to recognise that the world is changing. The internet will continue to grow, and the way customers shop will change. Business rates need to recognise those changes. The issue is not all about traditional bricks and mortar, and a fair system should recognise that.
The other area where local authorities and, arguably, the Government can go a bit further is super-BIDS—business improvement districts—which are fantastic. I work with InSwindon and Forward Swindon, and they do a great job. We also have the McArthurGlen outlet village, which is a huge success; it is about to have its umpteenth expansion and employs about 900 people. A queue of retailers is trying to come in. If retailers do not trade well in the centre, they are removed. How many high streets can say that?
The key to the centre’s success is twofold. First, it has fantastic car parking, which is a no-brainer. Secondly, there is a single point of contact. If a retailer is thinking of going there, they know who to speak to. If they want to go to a town centre, do they speak to the local authority, the BID company or the landlords? There are all sorts of different things, and there is a lot of confusion. I would love to see a lot more of our towns give the BID companies full control of the town centre so that they get on with things—whether that is street cleaning, entertainment or planning. That would help to transform huge swathes of our town centres.
Let me now turn away from what the Government can do. Often the temptation is to say that we can do everything, but retailers actually have a lot to do, as Mary Portas highlighted. Retailers must accept that they have to adapt to changing customer expectations, whether that involves the growth of the internet or the growth of supermarkets and out-of-town shopping centres. Customer service is crucial. Too many retailers simply took customers for granted.
I saw that in my parents’ shops when I was growing up. My parents always took time to thank customers. If the normal closing time was half-past 5 but a customer who came in after work had not finished shopping by that time, they did not shut; they kept going while there was someone there. All too often, and particularly in some chains, that attitude is lacking. In any Mary Portas television programme, that is always the first thing to be highlighted. Customers will vote with their feet. If they get bad service, they go away.
Offering something different is another thing to consider. We have Bloomfields deli in Highworth. Everyone said that it was mad to open it—“The supermarkets own the world; you have no chance of surviving”—but it offered innovative products that could not be found in the supermarket, and good quality. The shop sells fine foods and the staff will wrap things up and put them in hampers. The Christmas deluge of business, allowing the deli to sell products that it could not otherwise, is about to start, and that is all because of going the extra mile.
Shops have to think about opening hours, because the internet is 24/7. Amazon is a big competitor and will deliver overnight; so why not deliver the same day? My mother delivered things: it was a wool shop, so there were a lot of older customers, and on the way home she would drop things off to some of those could not get in. She did it because it brought in extra business. John Lewis is a good example of the chain stores that have embraced the multi-channel approach. About 40% of its business is now click and collect.
The final element of what I am talking about is the role of young people, and encouraging them to start in retailing. The number of young people going to the high street has dropped dramatically. When I was growing up, the town centre was the place where young people went, by default, to buy music or computer games, to socialise and, when they got old enough, to take advantage of the night-time economy. Nowadays, there is a generation of young people who never set foot in the town centre because they are the ones who embrace internet and out-of-town shopping the most. We must get the mix right, as the hon. Member for Stockport said.
We must encourage young entrepreneurs to think about retail. We run entrepreneur challenges in schools, which I have just talked about in the business debate in the main Chamber. I am talking about providing real, tangible experience in a retail environment. I did that in the Blunsdon market. The young people run a market stall and the mentors talk to the successful businesses afterwards and explain, “If, after you finish college, you want to do this, we can talk to landlords and get you a space in a unit, or you can come back to the market.” From small acorns, businesses grow. All big businesses today were small businesses once, and young people can be the best retailers, because they will challenge convention. We should do more to champion that.
