Carl Evans, franchisee of Cartridge World Stoke-On-Trent, speaks with The Recycler on the pressures of retail.
Following his comments on 
the regeneration of Newcastle high street as further retailers exit the area, Cartridge World franchisee Carl Evans spoke with The Recycler on the pressures of retailers, the independent perspective and the importance of the high street.
Evans is unabashed with his thoughts on the negative influence of the high street, and in its current form questions whether it is the right vehicle to serve independent traders.
“In my view, there aren’t enough independent traders to make any high street interesting. One town is beginning to look much like any other and with the overwhelming presence of branded chain stores presenting an ever more monotonous corporate image along with standardised customer service straight out of textbooks makes every high street look the same.
“The presence of business owners able to display local interest, commitment and difference is dying fast. Clearing out of multiples is only a good thing if it’s followed by opportunities for independents to set up via reduced rents and no rates or for new people-focused chains to emerge that reflect the human side of retail.”
As both Cartridge World franchisee and President of Newcastle Chamber of Trade and Enterprise, Evans professes insight into the retail industry from a number of perspectives, although is keen to underline his position as an independent retailer under the Cartridge World brand.
“I see myself as an independent trader and the franchisor as a partner providing technical support to my business. Franchises help to bring independent traders into the marketplace and so long as the franchisor and the franchisee profit from a common financial model then the consumer is more likely to benefit.”
As such, Evans argues that the franchise can act as a progenitor for local independent trade, as well as provide stability for one’s own business.
“The franchisee is an independent trader in that they are able to bring their personality and focus on customer satisfaction to the business. Cartridge World provides a level of technical expertise that would probably be unavailable to a totally independent operator and I’ve seen several of my local competitors leave the marketplace because of a failure to get the product right. The franchise offers an opportunity to trade locally with the support of an international organisation where a strong technical knowledge is needed.”
While online purchases continue to present a formidable barrier against the revival of the traditional high street, Evans draws the line between the kinds of services and environment the two provide and argues that physical retailers continue to be defined by face-to-face interaction.
“Online shopping may be more convenient to those that like online and someday all business may be transacted this way. Personally I hope this never happens but I like to see the satisfaction on my customers’ faces when we’ve provided the right service for them. I sometimes feel that it wouldn’t be such a bad thing to see the internet [deactivated] but that’s just dreaming. There’s more to the high street in a local community than actually purchasing product. The high street is not just about the transaction: it’s about the social interaction.”
Although online sales represent one of the most significant threats to the physical retailer, Evans believes that the retail industry is currently in the midst of a decline that affects the whole trade.
“I guess it’s the same as any business in this climate. The lack of consumers wishing to spend. It’s all about confidence and when people are unsure about their own income, they hold back and make do and that applies to business as well. Cartridge World offers an opportunity to save money but it’s also the case that there are less people wanting to buy because their own lifestyle has changed.”