Sir; I was heartened to see your focus on my home town in Discount Heaven' (The Grocer, Sept 9, p40); and may I congratulate your correspondent on his research into local stats which bear out the points made.
However, compared with some of the inner city areas of Manchester and Liverpool, Accrington is a leafy suburb. These two cities have huge areas of economic wasteland where price is even more crucial to the shopper.
Conversely, the buying habits of some of the most well heeled individuals are also interesting to note in that they also shop around from to save money. There is some evidence to support the theory that nationally advertised brands find the greatest patronage among the most deprived sectors of the population who seek reassurance that they are doing the best for their families'. The better off have no such hang-ups.
These factors do place a big questionmark over the whole ethos of multiple and chain retailing.
There's no doubt that Up North, people are more price sensitive; and I have often felt that add ons, like greeters and piped music, don't add up to the proverbial hill of beans. They are both a distraction and intrusion. People who visit superstores want to get in, buy cheaply and pass quickly through the checkout.
Price is what matters. And that applies everywhere.
By the way, Accrington Stanley are now top of the Unibond, and heading for the Conference hopefully.
Kevin Webb
KWPR
Accrington
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