WAGGA Business Chamber (WBC) says the city’s shops must tackle the internet head-on, with new figures painting a bleak picture for brick and mortar retail this Christmas.
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Chamber president Tim Rose said retailers must beat online stores at their own game by making it as “easy as possible” for shoppers in a competitive environment.
It comes as Australia Post releases a new survey, commissioned by the post office, that shows 87 per cent of Australians will shop online to buy one or more presents this Christmas.
It compares with just 52 per cent last year.
However, Mr Rose poured cold water on the figure and said the impact of online shopping locally wouldn’t be as extreme as the major cities.
“I think there is a much greater temptation in places like Sydney to shop online, where it is just bedlam to visit the shops,” he said. “It’s much easier to do your shopping here in Wagga, which is why we’re so hot on the case of ensuring there are adequate facilities like parking to make it as easy as possible.”
Mr Rose said retailers had a competitive advantage over the internet by having a physical presence. He stressed the importance of local retailers maintaining their edge, which included having adequate stock supplies.
“The internet is a threat, there is no denying that, but there are ways to beat it,” he said.
“Nothing is better than going into a shop and looking and feeling what you are going to buy, that’s why it disappoints me when things aren’t in stock and they say they will ship it in.
“I think: ‘hang on, I can just go online and get that’.”
WBC is set to launch an advertising blitz in coming days encouraging Wagga people to “buy local” this year to support the economy.
One retailer which has widened its market reach is Feather & Willow on Fitzmaurice Street. The store has both a shopfront and a successful online presence.
“We’re a big advocate for people shopping locally … with a shopfront and a website we’re able to reach more people,” Feather & Willow’s Cate Redern-Owens said.
“From a business perspective, it’s something you’ve got to do these days. We find that local people will come into the shop, and the people who live just outside our area will buy online.”
Mr Rose added he was “cautiously optimistic” a strong farming season would lead to good outcomes for the retail sector.
