FEATURE: "Shopping is far from dropping"

Thursday 26 July 2018

Reports of the death of retail have been exaggerated – that’s the view of the new Chief Executive of the Jersey Retail Association (JRA), Lorie Rault.

In some ways, you might expect her to champion the cause; but then when you pause to think that even before money existed, humans would still have been bartering one set of goods for another, you realise that shopping has survived more than a few challenges over the years.

Currently it is faced with a need to adapt to our changing shopping habits – but the simple social experience of looking around for potential purchases has weathered worse storms than that, and according to Lorie Rault, it is well on the way to plotting a course through this one. 

The key is to make it an experience which customers will enjoy – she explained her plans to Express. 

Lorie Rault: The key thing that the JRA want to do, and we are already starting to do this, is to be the voice of retail.  So, the initial need was obviously for the voice to be heard; there were legislative changes that were occurring, and there was no consultation with the sector, so decisions were made without those factors being thought of.  

We wanted to give support, advice and help to retailers who were struggling to be successful in this really challenging, new environment we were seeing, and give them long-term sustainability.  

So, in my first month, I needed to see what their problems were, so I did lots of interviews, I spoke to customers, retailers, key stakeholders like the tourism industry, hospitality industry, construction – everyone has been so supportive because they see the need for it.  

Hospitality has been going for 60 years and there’s been no retail body – this is the first time there has been a retail body to represent the retailers of Jersey, so that is what we are going to do.

Express: What exactly is on the ‘to do’ list?

Lorie Rault: One of the key problems that we realised straight away from all of those interviews was the way the sector is perceived.

It is really sad for me because I am passionate about retail and it is one of the biggest stepping-stone career positions that you will see.  I mean, everyone has been in retail from their paper round to their Saturday job, and some people stay in retail and have amazing careers. 

In Jersey, I think we are stepping away now from that model where you leave school and you have to sit behind a desk; now I think there is a great opportunity for young people to do something that suits them and, if you are a people-person, if you are passionate about interacting with customers and great service, and if you are creative, then retail is the environment for you.  

So, we are turning that into a plan.  We have been working with key stakeholders and we have been building and seeing where the skills gaps are, why people aren’t coming into retail, because we have to get fresh new blood - the right people in the right jobs is what we want in retail.  

You know you can train anything, apart from that natural passion, so we have been working with Highlands. They are doing an amazing job with the retail apprenticeship and that has grown this year, it has doubled and there is now a clear progression path into a higher qualification, which is the main thing; but we want to build on that amazing success and be able to showcase it better. 

Express: Is there enough of a future in retail for young people to want to go into it?

Lorie Rault: Definitely. The frustrating thing is that all these negative headlines, like “the High Street is dead” - I find it strange, almost sloppy, because how could you ever believe that the High Street is dead? Are you saying we are going to stop shopping?  

Yes, the business model is shifting, and there is an opportunity there to diversify and use e-commerce. But whatever technology applies to us that makes shopping easier, we are human.  We want social interaction; it is built into us. I want to walk past the market and smell the bread; I want to go and pick up my glasses and try them on for size; I want to buy a dress and I want to feel the fabric and have an expert to tell me that I look good in it. I don’t want to be sending packages back because I bought four sizes.

It is growing, that sector, but it is only 16%. You know we have had catalogues for years, and no-one was questioning that the High Street was dead then. It is a change of business model because customers need quick service, quality service and we want theatre.  So that is where the future lies.  Actually, jobs are going to become more exciting, and better paid, as they shrink in numbers.  There will be fewer jobs, but they will be better quality.

Pictured: The High Street is not dead says Lorie Rault.

Express: But, how do you compete with the packages available in finance or law, or the States?  

Lorie Rault: Great people always find their way into retail; a people person wants that social interaction, and they will always be drawn to a job like retail.  Again, we need to publicise what’s available.  I mean, the IT jobs of the future are everywhere.  They are not just in finance.  

The roles are so diverse within the retail sector. It is the second biggest employer in the island - you could be selling yachts, you could be merchandising, you could be applying make-up.  They are all retail positions, so I think job security is there but, as I have said before, I think there are most probably fewer jobs but better quality, more interesting and they are ‘stepping-stone’ positions.  I have worked my way up from being a Saturday kid many years ago, and now I am in a great role with a great future.  

Express: What about the character of the High Street here in Jersey?  

Lorie Rault: You do see that stripping away in the UK.  We have got to be really careful to protect that; it is really important.  Look at the central market, look at the façade of De Gruchy and beautiful stores like that.  We have got so much character.  King Street is a lovely place and it’s vibrant.  Look how busy it is today.  But we do have to protect it.  The big UK brands are great, they bring a lot to the economy; they bring great models on how to drive the business forward, but also we have a number of really fantastic small boutiques, local businesses.

Express: What else do you need? 

Lorie Rault: We have great support from Economic Development. What we need is people to listen and we need people actually to take action. I have been meeting with lots of retailers and they are a little bit jaded at times, because this has never happened before.  

We are already working with Social Security to bridge the skills gap.  We are already developing training with them, to make sure that the retail skills are put into the industry in Jersey.  We have already worked with the labour market information booklet for this year for the schools, and we are going to be featured in there.  

So, three months into my position we are seeing real change happening and it is turning heads; but I want to turn more heads. I want people to get involved so that we are long-term, and we stay here as the voice of Jersey retail.

Express: What changes will we actually see? 

Lorie Rault: We are on a lot of square footage. I can see that some retail businesses will become smaller, maybe, but I can see more theatre being added.  I can see restaurants, maybe, our cafes being more integrated into our shopping experience. I think the way that customers shop these days is so social, and that won’t change, so maybe the High Street will evolve into a place that is a destination we all want to go to.  

The way forward is theatre.  It’s building on what the retail industry gives with bricks and mortar that is different than online, and what we do differently is social interaction. 

You go shopping you don’t just go to buy something.  It is different experiences.  I can see that happening.  It is already starting to happen.  We’ve got a hotel at the top of the High Street.  That would never have happened 10 years ago, but then 10 years ago we wouldn’t have had coffee shops either; so it is happening and it’s going to be very natural; it doesn’t have to be forced but I do think we have to support it.  

Express: What are the obstacles?  

Lorie Rault: I think my only concern is that people write things off.  I am not a negative person.  I don’t think the High Street is dead; I can’t imagine that ever happening.  The human factor can never be removed from the want to buy things, the need to buy things – shopping is community; that is what it’s all about.  And people want to interact with each other when they buy their paper, when they buy their pint of milk, when they meet their girlfriend for lunch, they do a bit of shopping.  I am worried at lazy headlines because people are doing damage.  They are stopping people potentially embracing the changes that this wave of technology is bringing, and the opportunities of working in retail.

We have so much potential growth.  With new technology we can stimulate the sector to grow. There has never been a retail body to support that growth, so we currently sit at £720m a year, which is an amazing amount of GST. Obviously, the retailers put a lot into the economy – there is their rates as well. So, we are now getting the support to drive that, and I can really see that growing in the future.

You can read the full version of this interview in this month's Connect magazine.