Does an Independent retailer need a website or social media?

I'm back to my favourite subject of my Xmas shopping

So far I have managed to buy 100% of my gifts from Independent rulers including some gorgeous organic skin care from Amarya Beauty http://www.amarya.co.uk

This is a new retailer to me but I cannot recommend their service and ranges enough. Not only did I get my parcel within 24 hours of ordering, but they also included some free samples for me. Not something which would happen if you ordered from Boots!

However what I have noticed is that 90% of my purchases have been purely on the internet or via Twitter.

This is interesting because I live in the centre of Oxford so it is not difficult for me to get in to a vibrant high st, and in fact I have had to go in to the city a couple of times over the last week to sort my Chinese visa out (see we're all going on a Yak hunt for more info)

It is predicted that online sales are expected to grow this year to account for almost 25% of all UK Christmas spending this year, in stark contrast to offline sales which are forecast to fall by 2.1%.

The Centre for Retail Research have forecast that UK shoppers will spend £13.43bn online in total this Xmas which is 16.3% more than last year. Sales on the high st are expected to fall by 2.1% to £55.7bn

33.7% of online spending will be on gifts,

24.5% on Christmas travel,

20.6% on decorations and

6.7% on food and drink.

Interestingly 12% of this total spend (£1.64bn) is expected to be through a mobile phone. This morning a representative from a mobile phone chain said that 97% of the phones they sell are now smart phones this can only increase.

I have not yet bought anything via a mobile device but I have researched potential websites and products, especially when they have been mentioned on Twitter. Its amazing how difficult some websites are to browse on a phone. If you want to see how it should and shouldn't be done have a look at Gap and Zara via your smart phone.

The internet is a great leveller. It is very fast moving which gives the nimble Independent a great advantage. Goodness how much time and money it will take for Marks and Spencer to get their website suitable for viewing on a mobile device, but that will only be dwarfed by the sheer quantity of meetings they will need to make the decision in the first place.

I heard Laura Tennison from JoJo Maman Bebe talking about the opportunity presented to retailers by mobile devices. She was not overly enthusiastic about mobile phones for internet shopping but saw Ipads and their competitors as a huge opportunity.

Social media feeds straight in to this trend as friends and contacts recommend shops and restaurants via social media websites.

One important point to make is that selling on Amazon or Ebay just doesn't seem to work as well as an internet site when browsing via mobile devices. These websites are too cluttered and there is too much competition for your attention.

As a toy wholesaler we are one step away from the mass adoption which will benefit retailers over the next year, but the domination of smart phones has already made us look at creating a version of our website which would be suitable for viewing from mobile devices.

So my inexpert opinion, based not on any particular research except my own Xmas shopping, is that to thrive during 2012 an Independent should look carefully at their website and take the opportunity to get a step ahead of the multiples while they are too scared to invest. That costs money but what doesn't is adoption of Social Media. Twitter and Facebook take time but no money so there is an option open for all budgets!

What do you think? Please comment on our facebook page