Which way for high street resellers?

The inagural ITP.net E-Lifestyle Survey 2014 has confirmed what the regional dealer channel has known for some time and that is: consumers prefer to purchase their electronic good from power retailers.

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Which way for high street resellers? ((ITP Images))
By  Manda Banda Published  August 14, 2014

If you are a high street reseller and have not taken heed to advice that you need to diversify your business and embrace value and solutions selling, you might want to reconsider your attitude to change.

The inaugural ITP.net E-Lifestyle Survey which was conducted in association with Channel Middle East has confirmed what the regional reseller channel has known for some and that of course is that Gulf consumers prefer to buy their electronic goods from power retailers like, Emax. The anonymous survey was run online during May and early June and sought to form a picture of how GCC citizens interact with technology at the consumer level.

So why are high street resellers struggling to attract customers, while their rivals in power retail sector are winning? There are several factors not least convenience of shopping in malls, wide choice of brands, organised in-store promotions, demos and help from knowledgeable sales staff.

In going through the poll findings, I came away with an impression that suggests to me that high street resellers are going to continue struggling unless they can come up with some innovative ways of selling and how to improve the footfall to their stores.

With e-commerce slowly firming up, it will get harder for high street resellers once consumers embrace this platform as well.

If you are not already looking to diversify and focus on niche commercial sectors like providing solutions and services in the SMB sector, then your business is headed for the exit door.

The high street will remain a struggle as more traffic moves into shopping malls and embraces e-commerce platforms.

What is undeniable is that power retailers have created for themselves a powerful brand and in doing so, have gained the consumer confidence something street resellers don’t have.

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