The BID puzzled 542 humans approximately their shopping behavior in opposition to the backdrop of ongoing threats to the high road from online purchasing. It revealed that ninety-one in keeping with cent of buyers are likely to return to a neighborhood business if they receive a suitable carrier, with forty-two consistent with cent describing it as essential of their choice-making. Some seventy-four percent of respondents stated they shopped in Cambridge at the least once a month, with 92 consistent with cent also purchasing online – especially for items (78 consistent with cent) and apparel (73 in step with cent), but also groceries (36 according to cent).
Just under half of the respondents use click on and collect to pick up web purchases from organizations in Cambridge. And 65% of respondents stated they visit the town at least as soon as a month to dine in nearby restaurants and eateries. Ian Sandison, CEO of Cambridge BID, said: “Although Cambridge regularly tops the ‘colorful towns’ charts, online purchasing stays an ongoing challenge: it’s available 24/7, it’s handy, and prices are extraordinarily aggressive because of lower overheads. Every high avenue across the UK is trying to training session how pleasant to evolve.”
The survey recommended customer service can be a manner for businesses to combat the chance of online purchasing. “Web-based totally stores are impersonal. They can’t provide the non-public carrier and interest to deal this is to be had at the high road,” stated Ian. “Our survey shows that perfect carrier, from the body of workers who know their merchandise and display actual interest in supporting their clients, will encourage the holy grail of repeat commercial enterprise.”
Forty in keeping with cent of corporations mentioned that sales were down on the last 12 months. However, 38 in step with cent stated turnover became a stage with 2018 figures or up. Some sixty-one consistent with cent of organizations predicted buying and selling to enhance or live identical this year. Parking changed into a key concern: 96% of respondents wanted to look for a discount on parking expenses, and seventy-four in keeping with cent of those view it as a concern difficulty.
Cambridge BID evolved a mystery purchasing and schooling program to help extra than 150 neighborhood corporations the way to bolster their customer service. Afterward, groups are given bespoke feedback and a personalized document, collectively with the possibility to join an expert education course. Harriet Kelsall, founder, and chair of Harriet Kelsall Bespoke Jewellery Design, one of 5 usual winners in 2018, stated: “Being thriller-shopped using Cambridge BID became splendid for us.
The group relished the comments and have been very inspired by the superb feedback about their customer service. Our high score gave us an incredible advertising opportunity, and it also gives ability customers the confidence to shop for from us.” Cambridge businesses completed a median score of 85 according to cent closing 12 months, higher than the national common of 81 in keeping with cent, making it one of the top UK places assessed through Storecheckers.
Ian said: “Our thriller store individuals see it as a priority to position smiles on their clients’ faces, schooling team of workers to supply splendid carrier and a first-rate enjoy. We’re operating together to make sure that, across the metropolis, customers feel properly sorted and valued – due to the fact all of us want the high road to thriving long into the future.”