Our mystery reseller explains why new stores selling cheap on the High Street are destined to close down…

PC stores that undercut rivals on price will never succeed

This month our mystery Counter Insurgent reseller explains why new stores selling cheap on the High Street are destined to close down…

At some point or another every IT retailer with a bricks and mortar store has come across a one-man band who opens up a store next to you, and thinks he will get rich by under-cutting you by a pound on every single thing you sell or do.

Their lack of maturity always shines through by their persistent bad mouthing of your company to all your loyal customers.

It is always annoying, but it’s fine – we are used to it, we’re the ones that have seen them all come and all eventually go.

I have been in the business for 15 years now, and I have seen many, many one-man bands come and go. Some go quicker than others, but they always do. It is always spectacular and very satisfying to hear their fabricated reasons as to why they couldn’t keep their doors open.

One important piece of knowledge that none of them realise is that if you want to sell cheap, you have to do it on the internet. The High Street is no longer a place where sales are closed by selling cheap. 

People who shop on their local High Street do so because they either want their shopping that day or, more likely, they want sound advice from someone they trust and thus are willing to pay a premium for it.

I think Stella Artois’ advertising slogan ‘reassuringly expensive’ is very fitting here. In essence, all retailers who focus on customer service, get to know their locals, and make sure they’re selling good quality products at the right price are the Stella Artois of the High Street. 

So let’s all raise a glass to the many more successful years ahead.

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