Embracing the shopping revolution

It is fair to say that Welshpool, like every other town centre in the UK, has endured one of the most challenging periods in its history.

It hasn’t been easy at all for the once thriving market town. In the two years since MyWelshpool launched, shops have come and gone and the town probably picked the worst possible period – from a town centre business prospective – to welcome a massive Tesco and introduce a new road system.

Shopkeepers have regularly voiced their concerns and blame has been pinged around all of the above for trade sliding.

But one long standing local business is fighting back.

Alexanders has championed the local high street for more than 50 years. It is the epitome of a successful family enterprise and has stood firm while national names like Woolworths, Fosters and now Stead & Simpson have faded into memory.

And the current custodians of the brand launched by Bill Alexander – son, Duncan and grandson, Paul – have shown that while still regarded as a traditional hardware store, Alexanders is moving with the times.

“It is important to have an online presence these days so the new web shop is an essential development in the business,” said Paul, who is also an avid user of Social Media. “Having a Facebook page and Twitter account is a good idea too in my opinion, they cost nothing so it's good free advertising.

Alexanders tentatively dipped its toe into the e-commerce market last year and ended up selling cake cutters to Turkey, an icing set to Ukraine and Lock & Lock containers to Texas.

“As you can see it is pretty random,” said Paul. “But obviously it increases your presence so we have developed a new web site and will add a lot more items. You must have a website these days, even if people don't purchase from the site, it is important that customers can browse and see what you have in stock.”

Business has changed a lot in the last half century but as Alexanders has shown: you must evolve or be left behind.

“The main change over the years has been the shift from DIY/hardware products to the cookware and camping side of things. It's very rare these days that people come in for the odd screw or nail. The development of online shopping for Alexanders is just part of the ongoing process.

“It's fair to say that over the past few years it's been an ever increasing challenge for shops on the high street. You can't just point the finger at the one-way system for example.

“Welshpool has seen the Smithfield move out of town, the car park by the Spar has decreased while there's a massive free parking area outside of Tesco and other out of town stores. The one-way system doesn't encourage tourists heading to the coast to stop off anymore, while internet shopping has really taken off. On top of all that, the country's just come out of the worst recession since the war! But apart from that, everything's great!”

So what does the future hold for a family run business like Alexanders?

“Hopefully the website trade will grow and we can increase our online sales so I'm going to add far more products, but it is early days yet!

“Our main priority remains the customers we get through the door on a daily basis, as we aim to provide a personal service that larger stores don't offer. There are not too many shops like ours around anymore, and people love to come in just to have a look around.”

But there is one service that Alexanders don’t do which is becoming a running joke within the town: “We don’t cut keys before you ask!” joked Paul.

The evolving face of local trade: the new Alexanders web site is on http://www.alexandersofwelshpool.co.uk/.

PICTURE (provided by Alexanders): Members of the Alexander family (Paul, left) along with employees.