Dealer Location - Is this an issue? Continued....

Ok, the Notice posted here in Hotel Street:

1) Introduce a prohibition of entry and driving at any time for all motor vehicles except permit holders and except between Sunday - Friday 5am - 11am and 4pm - 7pm and Saturdays 5am -9am and 4pm - 7pm between it's junction with St Martins and the North West side of the junction with Market Place South.

2) Prohibit a vehicle waiting at any time and loading between 11am - 4pm and 7pm - 5am the following day Sunday - Friday and between 9am - 4pm and 7am - 5am the following day Saturday.
a) North East Side from its junction with Market Place South to it's junction with Cank Street.
b) South West side to it's junction with St Martins and to it's junction with Friar Lane

All objections in writing to Mr J Guazzaroni, Legal Services Division, New Walk Centre. Welford Place Leicester LE1 6ZG by 6th November 2006.
Any questions contact Steve Warwick on 0116 223 2131.


Well there you have it............... couple of key points to note: No permit, no entry to the zone. One needs to have a parking space within the Zone the qualify for a permit, mainly the retailers in St Martins as it's in with their leases, but I don't, and therefore I won't have access to the shop for my car or my two vans.
There is also a no waiting or loading restriction in the zone between the times above even if I was able to gain access to the zone! I'd be ticketed very quickly I'm sure as according to the Council the Traffic Warden problem in the city center will be resolved in January 07 with the appointment of a considerable number of new Wardens.

So, that's what I have to look forward to, assuming things don't change. But what are my customers going to do

On a lighter note...... Here's my first promotional idea for my Naim customers venturing in to the PPZ :

Roll up, roll up......free sack barrow with every NAP250 purchased during June/July 07 (when it's supposed to start) ...... any takers?

Thank you for taking time to read my latest ramblings or should it be rumblings. Comments greatly appreciated as above.

Kind regards,

Peter

Hi Peter,

I fully understand the position you are being put in, what to do indeed?
I know how difficult it was to take the cd player I recently bought off you, through to where we had parked in the Shires my arms were burning at the end of it!. Plus I didn't like the fact I was taking an expensive piece of audio equipment through the main throng of Saturday afternoon shoppers. I could have brought the car to outside of your shop, but I guess I was an early example of what other people may have to do if the area was pedestrianised. I do also, however, hate the journey into the centre of Leicester.

On the other hand, the location you are in at the moment is good for passing trade for people not already aware of your existence.

So, you could get a purpose built place near to the M1 that would allow you to provide the ultimate environment for demonstrating (as you have already suggested), but you miss out on the passing trade. I guess you alone know what balance of your custom comes from where....

Or you could stay where you are and get some health insurance to cover the oesteopath's bills for you and your staff !

I, for one, would still visit your shop wherever you end up (within reason )

Regards,

Ian

Hi Peter,

I don't recall your previous thread about this but all the same I am sorry to hear of such a development. What on earth does the council think it's playing at? Does it want to promote healthy retail activity in Leicester city centre or not?

I know, from having driven to your shop several time in the past, that it is already difficult enough as it is to gain access by car. Quite apart from which, with the numbers of hifi shops all over the place continuing to decline, the importance of having an established retailer like yourself being allowed to flourish and be easily accessible by his customers (past, present and future) cannot be over-stated.

To think as well that you, as the business-owner, would have his own vehicles be prevented from gaining access to your premises seems to me ludicrous in the extreme. What on earth is the motivation behind these proposals? What am I missing here?

Pete, suddenly it seems to me that we now both have issues which could potentially be resolved by doing one, ostensibly very simple thing - we will both have to move!

quote:

Originally posted by Cymbiosis:

.... couple of key points to note: No permit, no entry to the zone. One needs to have a parking space within the Zone the qualify for a permit but I don't, and therefore I won't have access to the shop for my car or my two vans.

Hi Peter

I'm fairly confident that the council would grant you an access permit (regardless of your lack of parking facilities) if you were to make further representations, as it is patently unfair that some retailers within the restricted zone should have access for loading, whilst denying it to others.

Incidentally, it would be useful to establish whether a permit will confer rights exclusively on the owner's own vehicle(s), or whether it will extend to any vehicle making a delivery to/ collection from their premises (other than during the restricted times). I'm thinking particularly of deliveries/collections by courier because for many retailers, I suspect that this will be of more importance than access for their own vehicles.

Don't abandon hope yet ...

quote:

Council employees involved in these proposals to find out for themselves and once they have carried a 40kg speaker to the edge of the proposed zone, ask them what they think?

No way would they even attempt to lift them. Our 20kg bag(for 2 people) was marked with a "Warning Heavy bag" label at the airport recently. What a full allowance 22kg bag would get is any ones guess.

Peter

I guess you have to weigh up how much passing trade you get from your location (and passing distraction from people thinking they are wandering into an alternative to Currys). Many dealers seem to thrive in rather less retail oriented locations.

The South side of the city probably has a higher density of prospective customers - what about using a house on London Road?

Regards
Steve

I guess questions of moving would be influenced by how long your current lease has to run and how easily you could sub-let it.

How is it going to work when someone comes to collect their large speakers? It's around lunchtime and you are on your own. Do you close the shop while you wheel the trolley around to the customers car? Do you take the stuff to the customers car and then he leaves it in there unattended while he walks back to the shop with you? I can't see it working personally and I still don't buy into the passing trade thing at this level of esoteric equipment. I would have no hesitation in moving out to the outskirts and spending the money saved on business rates and city centre location on advertising in specialist hi-fi magazines. I don't live in London but have heard of and am aware of shops like Billy Vee, Grahams & The Sound Organisation. Become a known name, raise the profile and let them come to you .
You are aware that a great many here buy used gear. Capitalise on this niche and you'll get serious interest.

Move to Peterborough, then I have a local Naim dealer again and it's dead easy to park outside the shop!!!

quote:

Move to Peterborough, then I have a local Naim dealer again and it's dead easy to park outside the shop!!!

Self,Self,Self!

quote:

Originally posted by Jagster:

I fully understand the position you are being put in, what to do indeed?

I know how difficult it was to take the cd player I recently bought off you, through to where we had parked in the Shires my arms were burning at the end of it!. Plus I didn't like the fact I was taking an expensive piece of audio equipment through the main throng of Saturday afternoon shoppers. I do also, however, hate the journey into the centre of Leicester

On the other hand, the location you are in at the moment is good for passing trade for people not already aware of your existence.

So, you could get a purpose built place near to the M1 that would allow you to provide the ultimate environment for demonstrating (as you have already suggested), but you miss out on the passing trade. I guess you alone know what balance of your custom comes from where....

Or you could stay where you are and get some health insurance to cover the oesteopath's bills for you and your staff !

I, for one, would still visit your shop wherever you end up (within reason )

Regards,

Ian

Thank you all for your informed replies

I picked Ian's as it most fully sums up my position currently:

Having customers walking distances with valuble equipment makes them un-easy.

Difficult to park - no help here either and going to get worse

The relative value of passing trade?

Visits to Osteopaths!!!! Ian, you only know the half of it! - I broke my back about eight years ago and have two metal rods and four large screws in the lower part of my back permanently. Appearances are deceptive - thankfully.

Ok! A few of my own comments/observations for you to consider and comment on, not in any particular order...........!

1) Nice shop, nice location (but only if you don't factor in the traffic issues)

2)Nice for passing trade, but not so good for serious/existing customers to get too

3)Too small

4)Area/location becoming awkward for customers and staff alike... travel time, loading, parking etc.etc.

5) Health and Safty issues surrounding the carrying of heavy boxes over significant distances due to Council restrictions for two-thirds of the day.

6) Staff being tied up in the shop having to ensure "stock loss" is kept to a minimum!

7) Ok!!!! - Time to start getting very serious about looking after one's existing customers and ofcourse one's staff too, but not worry about passing trade......... Out of town, good access/communications, own carpark, large property, lot's more demo rooms, a doorbell so as staff can be doing useful things rather than helping to avoid "stock loss" as mentioned above!

A plan of sorts then! Gulp!

Comments welcome........................

Kind regards and thank you in advance for your input.

Peter

Very glad I don't have to walk too far with the boxed up 282 and fraim - can you imagine - I'd have to make two trips from the holiday Inn car park!

I recall this discussion whilst we were travelling to Geoffs, its down to how much paasing trade you want to keep, and what the conversion rate is from passing trade to upgrades?

No issue with me any more - I've spent up!!! (I've said that before, too LOL )

quote:

Ok!!!! - Time to start getting very serious about looking after one's existing customers and ofcourse one's staff too, but not worry about passing trade......... Out of town, good access/communications, own carpark, large property, lot's more demo rooms, a doorbell so as staff can be doing useful things rather than helping to avoid "stock loss" as mentioned above!

A plan of sorts then! Gulp!

Peter....I reckon this is definitely your best option...as we discussed over a few beers the other day.

Based on your habitual need to access the Motorway network yourself for your home visits and the benefits for visitor's to you of the same situation, finding a property on the M1 side of town would be a good strategy.

How easy is it for you to leave where you are? Do you have to find a new occupant? cause that might be difficult due to the devaluing of your current location that is an automatic side effect of the council restrictions.

I guess they will all be sitting around in the council chambers in a few years time wondering why they have vacant empty shops in your area.

regards
Geoff

Leicester Forest East service station.

Done and dusted.

Think about it, Pete!

quote:

Originally posted by Cymbiosis:

7) Ok!!!! - Time to start getting very serious about looking after one's existing customers and ofcourse one's staff too, but not worry about passing trade......... Out of town, good access/communications, own carpark, large property, lot's more demo rooms, a doorbell so as staff can be doing useful things rather than helping to avoid "stock loss" as mentioned above!

Peter

Loud & Clear in Edinburgh did almost exactly this in May this year - including the doorbell! Last I spoke they were very happy with the move - certainly the new premises are much more pleasant and multi-functional( e.g. dedicated HT room). Maybe they'd be happy to share their experiences?

Good luck whatever you decide.

Ian

quote:

7) Ok!!!! - Time to start getting very serious about looking after one's existing customers and ofcourse one's staff too, but not worry about passing trade......... Out of town, good access/communications, own carpark, large property, lot's more demo rooms, a doorbell so as staff can be doing useful things rather than helping to avoid "stock loss" as mentioned above!

Peter,

From what I have read in the two threads and from conversations with yourself, I think this is the best option for you.

There do appear to be far more positives to an out of city location, which would not only benefit your customer, but also enhance the quality of working life for Wayne and the boys. Oh, you as well of course!

Peter,

I think you need to step back and have a look at your exsisting clientel and potential future clientel and decide where your future profit lies.

I know you rely on passing trade but what percentage of your turnover and end profit relies on passing trade?

It is obvious from above that most of your valued clientel will follow you not matter where you are and again you need to ask yourslef what percentage of your turnover and profit relate to your valued clientel.

I suppose the difficult area is the guy that just wanders by and ends up buying a £20k system, then again I bet that doesn't happen very often.

I personally want somewhere thats easy to get to. I know I don't call into the shop as often as I would like and this is down to parking difficulties. Two years ago I could drive into Leicester and be parked up within 20 minutes and this didn't take too much out of the working day. Nowdays its twice that long and with extra preasures on time its not always easy to get to the shop.

Eight years ago I had the very same descision to make and ended up moving out of the city centre to somewhere much easier to get to and with free car parking in front of the office. My fears of loosing clients due to the extra travelling distance didn't materialise beacause the journey might have been longer but time wise it was much quicker to get to the office park up, see me and drive away again. It is less stressful as clients know they can park right outside my front door. Thats what matters to my clients.

I personally think an out of town, purpose built demonstration room would be the best move you could make,

Regards

PB

Peter

The company I work for is making a similar move at the moment. We currently have a high profile on the high st and traditionally a lot of our business was passing trade. These days that is becoming less and less important owing to parking restrictions and poor accessibility.

Currently we are looking to move into large out of town properties with dedicated parking as this is what our customers now want. With the boom in communications media and the extra channels opened up for marketing as a result, location is no longer an important issue.

With the logistical improvements brought about by the move we anticipate our business will significantly improve next year as our challenges currently are more to do with our ability to get our product to our customers as opposed to them knowing where we are.

We are also finding that customers are no longer willing to battle the local authorities 'traffic management' policies.

Before too long the high st will be populated only by clothes shops and pound shops in my opinion!

On a personal note my dealer has the same issues. I have to travel across town through traffic and then struggle to find parking. I then spend the next hour or so worrying about traffic wardens. I tend to visit only when I need to. If they were at the end of a major road with ample parking I'd probably visit more often 'for a browse'. And you know how impulsive us audiophiles can be!

Mark

Peter,

I'm a novice at this concern re customers attending your business, me I can't fight 'em off with a 6 foot pole (the joys of the NHS), but I would have thought that passing trade is essentially local people, as Leicester is not exactly a popular tourist spot.

Perhaps the way to address this concern re: missed passing trade is to advertise in The Mercury, maybe a sort of 2 tier approach attracting those who would have made the passing trade to travel to the outskirts. After all they will travel for Fosse Park, God only knows why, so why not for a quality piece of electrical equipment?

Your high spend local hi-fi lovers will follow you wherever you are (within reason!).

Guy

quote:

Originally posted by Chillkram:

We are also finding that customers are no longer willing to battle the local authorities 'traffic management' policies.

On a personal note my dealer has the same issues.If they were at the end of a major road with ample parking I'd probably visit more often 'for a browse'. And you know how impulsive us audiophiles can be!
Mark

Thank you all for your contributions on this one, and thank you for making a point Mark that I hadn't considered before: the just "for a browse" visit. Very important. Keeping in touch with ones customers, the importance of which can not be over stated! Phone, emails are great, but a visit is far, far better when possible.

As a little asside, maybe some of my "regular customers/friends" could be persuaded to bring a paint brush with them when I finally make a move!

Nigel, FYI as you might have guessed I have figures on passing trade 12%. But, as I mentioned in my first thread back in the summer, my figures are skewed as once a person becomes a customer and then calls back again, we note them as an existing customer, not as a passer by. So, the question is, how many passer by customers call back again after an initial purchase? Well, I reckon most of them, but I just don't know?..... This is a fault of out recording system This is the unknown.

However, and anyway, I feel the money I would save on Council rates (taxes) and car parking charges would in itself fund a very considerable increase in our advertising, and this would be carefully targeted as you can imagine. So, my feeling is, that this would help to replace any shortfall in "new" customers.

That's the plan, anyway

Anyway, that's it for now..... as I need to write another sh*ty letter to the City Council objecting to their plans, this evening. - Even if I move, I'd want to help the poor retailers left here in the City, avoid/fight/stop the proposed plans as they are, as it will mean extinction for many..................

Kind regards,

Peter

quote:

Originally posted by Cymbiosis:
However, and anyway, I feel the money I would save on Council rates (taxes) and car parking charges would in itself fund a very considerable increase in our advertising, and this would be carefully targeted as you can imagine. So, my feeling is, that this would help to replace any shortfall in "new" customers.

Hum ... that's an interesting one.

I've no idea how typical I am, but just by way of feedback, I found you via the dealer listing on Naim's website (or was it Linn's? ). I then went to your website and was impressed enough to do the 120 mile round trip to have a look.

I don't buy magazines so traditional advertising spend would be wasted on me.