The effect of the pandemic on the high street is still being felt 22 months on. unLTD’s Matt Holmes spoke to Dan Wilkinson and Sally Pepper, business information officers with Business Sheffield to find out what is being done to keep the city’s high streets alive.

As part of the ‘reopening the high street safely’ scheme, Business Sheffield introduced business information officers to help businesses ensure they were COVID-secure and able to navigate the guidance.

Each officer works within a different area of the city bringing with them a wealth of experience across different sectors, Dan’s background in finance and Sally’s in retail respectively. Not only do the businesses benefit from the expertise of their own area’s officer, but the support is shared across the network.

As well as making sure businesses are aware of any support and grants available, the officers offer support with anything from cash flow forecasting and shop layout to recruitment and marketing.

But how are businesses on the high street coping after the rollercoaster of the last 20 plus months?  “A lot of retailers are just ‘getting on with it now,” said Sally. “Costs have gone up, there’s supply chain issues, as well as with recruitment. Customer spending patterns have changed, so with rising costs and reduced sales it has been a challenge.”

Dan agrees adding: “Footfall is nowhere near back to pre-pandemic numbers yet. So, businesses are looking at those rises in cost and asking themselves whether they take the hit or pass it onto customers.”

Throughout the pandemic, however, many have embraced the challenge and found alternative ways of working with customers. “Remaining flexible is the game,” says Sally.

Many businesses set up websites enabling them to operate on a click and collect basis. Those in the food and beverage sectors diversified into takeaway for the first time or launched apps for table service, many keeping it up even as restrictions eased.

So, what are the key challenges facing the high street right now?  “Some businesses are still just surviving. We don’t know what’s happening over the next few months,” says Dan.

Sally added: “It’s managing the unknown. Customer numbers are still not where they were. Managing your staffing, your buying, your opening hours… there are lots of unknowns so being agile is an ongoing challenge.

“Looking ahead it’s identifying your customers, their needs, and adapting your business towards that.”

Dan points out that while many businesses say the older generation has not returned to them in person, some have found that these customers are now doing more online. It’s all about working with your customers to find out how they want to shop in the future.

Sally says that one of the biggest things retailers can do is get a good online presence. Where websites can be expensive, social media isn’t.

“We are working with a company called Maybe* to support retailers in accessing a better uptake through social media. There’s lots of training and support available so we’re really encouraging independents to make use of it while we have it,” she said. As well as that Dan and Sally told unLTD that there are free webinars available on the Business Sheffield website, covering topics such as cashflow, marketing and more.

“Even if you don’t have an EPOS system to monitor how you are doing, make sure you are monitoring what happens within your business,” says Sally, “It is the only way to tell what is working.”

Dan goes on to talk about the ‘Share the Love’ campaign encouraging people to shop locally over Christmas, which Sally says works well with local businesses that are collaborating to celebrate their neighbourhood.

Business Sheffield sponsored the Joymaker award at last month’s Sheffield Business Awards, hosted by unLTD and Sheffield Chamber.

Both Dan and Sally said there were a number of businesses that stood out in terms of overcoming the adversity faced during the pandemic and you can visit all the areas they work in throughout the city and find examples.

Dan mentioned a local pub chain that diversified how they worked with click and collect and takeaways, but also got involved in the community delivering food parcels to vulnerable people.

Sally was impressed with businesses that started just before the pandemic hit such as the Steel Cauldron, and those that have opened since such as Parkway Pizzeria, Paesani, and BWNAB Bakery.

We also wanted to give Dan and Sally the chance to shout out some brilliant Sheffield independents that they like to visit. Dan says, “there’s several cafes and coffee shops that I’ve visited doing this role. The Delightful Touch, La Patisserie and also Sarah’s Kitchen in Greenhill. There are some fantastic places that you might not know about unless you visit them.”

“Where to start! There are so many that you can’t mention them all,” said Sally.

As this article goes to press, England is in Plan B measures to manage COVID-19 due to the spread of the Omicron variant. We recognise that this has already affected high street demand and had a significant impact on many businesses, and there is uncertainty about what will happen in the coming weeks before the article is published. As always, the Business Sheffield team is here to offer all Sheffield businesses advice and support with any challenges they are experiencing.

Call us on 0114 224 5000, email BusinessSheffield@sheffield.gov.uk, or visit www.sheffield.gov.uk/coronavirus-business

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