Mountain Warehouse, Hexham (1 Jan 2011)

Visiting Hexham on New Year’s Day, I was interested to see that a new branch of Mountain Warehouse had sprung up since I was previously in the town, barely a month earlier.

The expanding outdoor retailer – which opened its 100th store earlier in 2010 – has taken over the Fore Street premises previously occupied by a tired Stead & Simpson shop, in a move that confirms Hexham’s status as a highly desirable location for retailers. Interestingly, both Mountain Warehouse and the nearby Millets were happily trading on New Year’s Day, with Beales’ decision to open up Robbs department store on the public holiday seemingly giving impetus to other stores nearby.

Fore Street, Hexham (1 Jan 2011)

The recent LDC research commissioned by the BBC’s Inside Out programme flagged Hexham as having the lowest proportion of vacant shops (just 5%) among the North East towns surveyed, and it’s certainly true that there are virtually no empty units in the town’s main shopping streets. In turn, those units that do become vacant – such as this one, or Hexham’s former Woolworths site (now Iceland) – tend to be reoccupied very swiftly.

Iceland, Hexham (1 Jan 2011)

The danger for Hexham is that if it fails to provide new space to meet this pent-up demand, top retailers seeking a south Northumberland location will continue to flock instead to Morpeth’s Sanderson Arcade. Opened at the end of 2009, that development is of very high quality, and has been well designed in a way that provides new routes between the town’s bus station, its main shopping thoroughfare (Bridge Street), and the largest supermarket (Morrisons).

These ingredients have allowed it to attract an impressive raft of top-notch retailers including M&S, Laura Ashley, Fat Face, Crew Clothing and Waterstone’s, soon to be joined by Northumberland’s first branch of Monsoon.

Beales-owned Robbs of Hexham (1 Jan 2011)

Hexham’s main opportunity for town centre retail development is the current bus station on Priestpopple, a place that is presently a rather miserable environment for bus passengers at the same time as blocking what ought to be a natural route between Robbs and the Marks & Spencer store in Maidens Walk.

The former Co-op supermarket, which traded from the M&S site for ten years until 2006, reportedly opened its store on the basis that a link with the town centre would be created – fifteen years later, the people of Hexham are still waiting for that physical connection to be made. Though the compact M&S store always seems surprisingly busy with shoppers, there must be a significant number of visitors to Hexham who arrive and depart the town without ever realising that it exists.

Making sure that 2011 is the year when the bus station redevelopment finally gets off the drawing board should ensure that M&S’s continued presence in Hexham is secured, at the same time as giving some hope to all those other big-name retailers that are still queuing up for space.

Original Factory Shop fascia

The rapidly expanding mini-department store retailer, The Original Factory Shop, opened its seventh North East store, in Morpeth, last week. It adds to the retailer’s existing stores within the region at Stanley, Prudhoe, Ashington, Crook, Spennymoor and Shildon.

As noted previously, The Original Factory Shop has been snapping up quite a few former Woolworths branches across the UK – such as the one I visited in Porthmadog, and, closer to home, in Spennymoor.

Established Original Factory Shop store in Stanley (12 Apr 2010)

The Original Factory Shop, Spennymoor (12 March 2010)

However, while Woolies sites are one option, the retailer has a record of being creative in its choice of new store locations. As I blogged last week, Colwyn Bay is set to get an Original Factory Shop in a former pub (with an opening date of 31 August now announced), while the established store in Prudhoe – predating Woolies’ collapse – occupies a former Kwik Save site.

Existing store in Prudhoe (10 Apr 2010)

Meanwhile, the Morpeth location is, as I guessed it would be, the former M&S Simply Food site in the town’s Market Place. I should flag up that Morpeth was not one of the 25 Simply Food stores that was closed down last year due to “underperformance”, such as the shop in Whitley Bay.

Site of the new Morpeth store (10 Jul 2010)

Instead, the Morpeth site became vacant in November 2009 when M&S moved into a full-size store – with both food and fashions – within the new Sanderson Arcade shopping centre. Marks & Spencer had only occupied the Market Place site since 2006, having acquired it (and 27 other locations) from the supermarket Iceland at the point where Simply Food was expanding aggressively, and Iceland was emerging, under new ownership, from a torrid and lossmaking 2004-05.

New M&S in Morpeth's Sanderson Arcade (4 Dec 2009)

In the cyclical way of retail, Iceland returned to Morpeth in 2009 (in the former Woolies store opposite its original location), made a £110m pre-tax profit in the most recent financial year, and has regrown store numbers to 782 – their highest figure to date. Thus, there’s an element of going back to the future in Morpeth once again having a general retailer and Iceland facing each other across Bridge Street.

Summing up from a retail analysis point of view, the opening of The Original Factory Shop in Morpeth is notable on two fronts. First, for Morpeth, it’s great news in bringing a prime site back into use after a fairly short period of vacancy. With Sanderson Arcade having attracted some very strong names to Morpeth for the first time (including Fat Face, Laura Ashley, Paperchase, Crew Clothing and Waterstone’s), and with few voids elsewhere in the town centre, Morpeth seems to be riding the downturn well.

Second, for The Original Factory Shop, it’s interesting that Morpeth represents a location that is both more upmarket and more competitive than the “forgotten high streets” that it has traditionally targeted. It will be interesting to see whether this apparent shift in ambitions signals a push by The Original Factory Shop into other North East market towns, such as Hexham and Alnwick.

Alternatively, if the retailer’s expansion is focused on its more traditional type of location, there are still plenty of opportunities. After all, just in this region there are as yet no branches of The Original Factory Shop anywhere in Teesside, Wearside or Tyneside, meaning that places like Redcar, Seaham or Whitley Bay could yet be on the retailer’s radar.

Former Woolworths, Peterlee (12 March 2010)

Only counting the (33) North East Woolworths stores that closed down following the company’s 2008 administration, my quest to photograph the full set is nearing completion – with five more new ones featured in this post, only Berwick, Billingham and Stockton’s Portrack Lane are left to get.

However, the ever-expanding list of stores that had already closed down in previous years – currently standing at 17, of which 7 have been photographed – means that I’ll be kept busy touring the North East’s towns and suburbs for a little while yet.

First up, however, are a couple of revisits, with the old Gateshead Woolies store (#154) still determinedly empty.

Former Woolworths, Gateshead (12 March 2010)

Better news in Chester-le-Street though, where the old Woolies (store #267) had been taken over by B&M Bargains since my previous visit a couple of months earlier.

Former Woolworths (now B&M Bargains), Chester-le-Street (12 March 2010)

The first new stop is Stanley in County Durham, where Store Twenty One has done a good job of turning the old Woolies shop in Front Street (store #873) into a bright and appealing fashion and homewares store.

Former Woolworths (now Store Twenty One), Stanley (12 April 2010)

Less impressive is the company’s website - firstly for not having the Stanley shop listed in its store locator, and secondly for having the phrase “cheap clothes” within its title tags. To me, the words “cheap clothes” conjure up an unpleasant – and probably unfair – image of the retailer’s range being 100% driven by price at the expense of fashion. Indeed, using such language surely undermines the more effective “fashionably affordable” tagline that is used elsewhere on the site. Hopefully these issues will be addressed when the promised new site launches later this month.

Staying in County Durham, the 5,000 sq ft former Woolworths in Peterlee’s Yoden Way (store #987) was still empty when I visited in March, and as far as I know remains that way.

Former Woolworths, Peterlee (12 March 2010)

Though hardly the most beautiful building, that row of shops holds some historic significance as the first part of Peterlee new town to be built. The Francis Frith website features a rather quirky shot of the Yoden Way shops  surrounded by empty space – certainly a contrast to today’s busy and built up shopping centre. The Woolworths shop is easily recognisable in the old photograph by its distinctive, pale façade.

Former Woolworths, Newton Aycliffe (12 March 2010)

Down the road in Newton Aycliffe, we have another new town, another empty Woolies (store #1007), and another property that wouldn’t win any prizes for its looks.

On to Darlington next, where the formerWoolworths at 12-18 Northgate (store #28) was in the midst of building work to turn it into a new branch of Next. I understand that the Next store is not open yet, but is due to be finished later in the summer.

Former Woolworths, Darlington (12 March 2010)

Cornmill entrance to former Woolworths, Darlington (12 March 2010)

Finally to Spennymoor, and the old Woolies there (store #278) is one of many nationwide that has been taken over by The Original Factory Shop, the self-styled “low-price local department store”.

Former Woolworths (now The Original Factory Shop), Spennymoor (12 March 2010)

The chain has a policy of opening in smaller towns with limited non-food competition, and this is reflected in its choice of North East locations to date – among them Ashington, Crook, Prudhoe, Shildon and Stanley.

Interestingly, The Original Factory Shop’s own website indicates that a new store will be ‘opening soon’ in Morpeth, in Northumberland – I can’t find any further details yet, but presume that it will be in the former M&S Simply Food unit, vacated last year following the opening of a full M&S store in the new Sanderson Arcade.

Former Woolworths (now M&Co), Alnwick (23 Jan 2010)

I’m ashamed to say that in more than a decade of living in the North East, I’d never – until yesterday – paid a proper visit to the attractive and historic Northumberland market town of Alnwick – named by Country Life magazine, in 2002, as the “best place to live in Britain”. 

Emerging from one of the town’s many quaint alleys into the principal shopping thoroughfare, Bondgate Within, you can see why it won that accolade. The town centre has some lovely public spaces and landmarks, with the consistency of the architecture and array of independent shops helping to create an environment with real character. Indeed, it’s no mean feat that even Alnwick’s Sports Direct store – housed in a historic building in Market Street – manages to look quite attractive.

Attractive sign at the entrance to the town

Alnwick also appears to boast plenty of good pubs and tea rooms – always an important factor in attracting people to visit and shop in a town. Certainly, I can commend the superb lunch that we enjoyed in Hardy’s Bistro at the White Swan Hotel, an 18th century coaching inn famous for housing fittings and the First-Class Lounge from RMS Olympic, the Titanic’s almost identical sister ship.

Because there are so few visually incongruous buildings in the town centre, the ones that there are really jar – most notably the modern property housing Iceland, and the rather unappealing former Threshers premises. The latter, however, could be markedly improved by installing a more sympathetic shopfront in terms of colour and design. 

Former Threshers, Alnwick (23 Jan 2010)

On the topic of shopfronts, I was impressed with what M&Co has done to transform the former Woolworths store in Alnwick. Ballysundriven’s May 2009 photo on Flickr shows the sad appearance of the property following the demise of Woolies. Prior to its opening in October last year, M&Co looks to have installed a smart new shopfront that complements the historic building within which it sits, and makes it difficult to recognise the property as being a former Woolworths. 

In previous posts I’ve talked about the gap that Woolworths’ demise has left in many smaller market towns, where the absence of a general retailer – selling a bit of everything – is keenly felt. In Alnwick, the fabulous Proudlock House and Home store – selling furniture, gifts, homewares and hardware over three levels – certainly fills that hole to some extent.

However, the quite large number of empty units that pepper the town centre do suggest that Alnwick would still benefit from the arrival of a footfall-driving variety retailer, such as Boyes or Alworths, to limit the amount of retail spend that leaks down the A1 to larger centres such as Newcastle and Morpeth.

Is this an old Woolies? (27 Sep 2009)

Here’s a retail history question for you – was this building (above), in Shields Road in Byker, once a Woolworths? [UPDATE, 28 Feb 2011: It seems that it was, as http://www.soultsretailview.co.uk/2011/02/28/mystery-of-shields-road-woolies-building-solved/ explains.]

I spotted it back in September when I was paying a visit to the more recently closed Woolworths at Byker’s Newcastle Shopping Park. As you can see, the building could definitely use some TLC, suffering from a delapidated upper floor, and a truly horrible fascia and shopfront treatment. On the other hand, wedged in next to the fairly new Morrisons store, it’s perhaps remarkable that the building has survived at all.

What struck me as I was walking by was the property’s architectural similarities to other Woolies stores that I’d seen before, such as those in Gosforth, Prestatyn and Morpeth:

Former Woolworths, Gosforth (27 Sep 2009)

Former Woolworths - now Home Bargains - in Prestatyn (25 Sep 2009)

Former Woolworths, Morpeth (15 Aug 2009)

More recently, the former Woolworths that I photographed in Alfreton, Derbyshire is perhaps the most similar of all:

Former Woolworths, Alfreton (23 Dec 2009)

Though the palette of materials varies in each case, all the properties above share the same sense of symmetry, a central pediment, and a similar pattern of fenestration – usually some variation of a 1-3-1 arrangement, with narrow windows either side of a wider, central window element. I know very little about the history of Woolworths architecture (though Jonathan Glancey has an excellent article on the subject here), but my hunch is that these would all have been purpose-built Woolworths stores, probably constructed during retailer’s heyday of the 1930s.

If anyone is able to confirm whether or not the building in Shields Road was once a Woolworths, and, if it was, when it closed, I’d be delighted to hear from you! So far I haven’t been able to find any evidence to support my theory, other than a reference from someone in the Journal’s online forums which confirms only that there was, historically, a Woolworths somewhere in Shields Road:

Can anyone remember the biscuit counter in Woolworths. I particularly remember the Woolies on Shields Road. If I remember rightly the biscuit counter was double sided and the assistants stood in the middle with tins of open biscuits all around them. There were all sorts of biscuits and you could get a 1llb of broken biscuits cheap. Also you could order a 1lb of mixed biscuits and get a few from each box.

As always, the comments box below eagerly awaits your contributions!

Well worth it? Well, perhaps...

Back in September, you might recall me trumpeting the fact that I’d visited six old Woolworths in a day. Today, however, I must confess to visiting (and photographing) ten in one day – or eleven if you count the extra one that I passed on the bus but was too tired to stop at. Needless to say, you will surely be expecting me to run through them all, so here goes…

Former Woolworths, Gateshead (16 Dec 2009)

First up is Gateshead, which – inevitably – still looks much the same as it did when I last blogged about it. There could be room for a B&M Bargains or 99p Stores in Gateshead town centre, but it’s difficult to see any retailers being attracted at the moment, given that the High Street remains a demolition site, and there’s still little indication of when work will start on the much-heralded Trinity Square scheme.

Former Woolworths, Jarrow (16 Dec 2009)

A few stops along the Metro, and the former Woolies in Jarrow is also still empty. I’d never been to Jarrow town centre before, but was quite impressed with the town’s Viking Centre – originally built as Britain’s first Arndale Centre in 1961, but evidently much revamped since then. It’s well anchored by several large big-name stores (Peacocks, New Look, Wilkinson, Morrisons), was busy with shoppers, and appeared to have hardly any voids apart from the former Woolies site.

Former Woolworths, South Shields (16 Dec 2009)

A few more Metro stops along, and South Shields is one of those slightly curious cases of a former Woolworths that has been carved into two, with part of it occupied and the rest still empty. I do always wonder about the wisdom of splitting large shop units, given that many towns have plenty of smaller premises available to let, but can’t always offer the large units that some of the highest profile retailers require. Still, one must assume that the building’s landlords know what they’re doing.

As things stand, a chunk of the building is occupied by Poundland, while the rest is apparently ‘to let’. Back in September, the Shields Gazette claimed that the remaining half was to be occupied by Primark, which always struck me as rather strange - surely if Primark was coming, it would have wanted the whole building, given that its stores are becoming increasingly huge. Certainly, I’m yet to see or hear anything to corroborate the Gazette’s claim – which is a shame, as I’m sure a Primark would be positive for South Shields town centre.

Former Woolworths, North Shields (16 Dec 2009)

Hopping over the Tyne on the Shields Ferry to North Shields, and the former Woolworths there is something a little different – a Cramlington Textiles Superstore. I was quite impressed with this shop, which sells DIY ranges, such as paint and wallpaper, alongside a vast array of curtains, cushions and bedding. The interior of the store has not had a lot done to it – I noted the Woolworths ‘Thank you for shopping with us’ signs still in place above the exits – but it’s tidy and well laid out, with fixtures and fittings that show off the product range to good effect.

Former Woolworths, Wallsend (16 Dec 2009)

Down the road in Wallsend, the new occupant of the old Woolworths store – Well Worth It – has garnered some regional media attention for its Woolworths-style format (and name – perhaps another case for the Shop Direct lawyers?), complete with the obligatory pick and mix. Well Worth It is part of the Blyth-based North East Convenience Stores empire, and this is reflected in the store having a significant grocery offer that occupies perhaps half the floorspace. Other than that, there seemed to be some good offers in areas such as homewares and toys, and there were certainly a decent number of people looking around.

Overall, however, I’m slightly ambivalent about these types of discount variety stores, and I didn’t really see anything that makes Well Worth It stand out from B&M Bargains, 99p Stores and the like. On the other hand, you could argue that if Well Worth It enjoys even a fraction of those retailers’ recent success, being distinctive will barely matter.

Woolworths in Whitley Bay: how it looked before (26 Dec 2008)

...and how it looks now (16 Dec 2009)

Talking about B&M Bargains brings us nicely onto the next stop in my journey, at Whitley Bay. The B&M store there has only been open a few weeks, and it was nice to see the building full of stock as well as people – all a bit of a change from my last visit, on Boxing Day 2008, when the then Woolworths store had just four days to go and very little left to sell. As is customary with B&M, the shop has had only a minimal makeover, inside or out – note the familiar shopfront with its light blue Woolies door handles – but it’s hard to knock a formula that is clearly working well.

Former Woolworths, Blyth (16 Dec 2009)

Up the coast a few miles and my next stop was Blyth, in Northumberland – another place I’d never visited before. The former Woolies there – now a PerfectHome shop – occupies a really prominent location in the surprisingly attractive market square, directly opposite the large Westgate Department Store. The new store looked very appealing, and had evidently had care lavished on both the frontage and the interior.

I remain unconvinced, however, about the usefulness of pay-weekly stores – such as PerfectHome or BrightHouse – as footfall drivers within town centres, given the types of products that they sell and the quite specific demographic that they target. It was difficult to judge today, given that Blyth town centre as a whole seemed very quiet, probably at least in part due to the terrible weather.

Former Woolworths, Ashington (16 Dec 2009)

A few miles away in Ashington, the handsome former Woolworths building has again been divided into two, with Heron Foods occupying half, and the other part currently empty.

Old postcard showing Ashington Woolworths (posted 1959)

I didn’t go in, as it’s a little difficult to pop into a freezer centre just to browse. Undoubtedly though, Heron Foods, just like B&M Bargains, has really capitalised on the demise of Woolworths to rapidly expand its presence in a way that wouldn’t ordinarily have been possible.

Former Woolworths, Morpeth (16 Dec 2009)

On to Morpeth, and though I’ve featured the town’s former Woolworths – now Iceland – before, I wasn’t going to let that stop me capturing an up-to-date photo while I was there. Honourable mention must also go to the old Woolies in Gosforth – previously featured here – which I passed on the bus on the way home, and noted was now open (and busy) as The Co-operative Food.

Former Woolworths, Newcastle (16 Dec 2009)

We end the day almost as we started: back on Tyneside, this time in Newcastle, with a former Woolies that is still empty and, as I blogged before, seems unlikely to see any action soon. Over the course of the day, however, it was heartening to see so many former Woolworths shops that have been brought back into use – in whole or in part – even if none of them quite manage to capture that elusive ‘Wonder of Woolies’.

Former Woolworths in Houghton-le-Spring

Though I can’t claim to make a habit of visiting six old Woolies stores in the same day (including Houghton-le-Spring, above), I have managed to build up a pretty good collection of former Woolworths pics over the last year or so – snapping them as I spot them, and, it must be admitted, making the occasional detour expressly to get another one.

I figured that it was therefore time to bring together all the photos of old Woolies that haven’t featured in Soult’s Retail View already, together with some of the ones that we’ve seen before. As you would expect it’s certainly an interesting mix, with some success stories but also plenty of properties that remain unoccupied nine months after Woolies’ demise.

Woolworths, Whitley Bay (26 Dec 2008)

To kick off, this photo of the store in Whitley Bay was taken on Boxing Day last year, a few days prior to closure. Sadly, I understand that the store is still empty, with little sign of anything happening. On the plus side, nothing seems to have come of the suggestion, from no less than the (now former) Elected Mayor, that the building should be turned into a new library; if Whitley Bay is to have any future as a retail centre, taking the town’s largest and most prominent shop unit out of retail use surely seems like a crazy idea.

Back in March I emailed the northern variety store retailer Boyes to suggest that Whitley Bay would be a perfect location for one of its shops. Whitley Bay, I argued, needed “a store like yours that sells a wide range of products at reasonable prices” – in my view, it’s this type of useful, everyday retailer that is most likely to get shoppers popping back into the town centre on a regular basis. Anyone who’s ever visited a Boyes store will appreciate that it’s the epitome of this kind of shop – truly a treasure trove of handy stuff such as homewares, toys, stationery, toiletries and clothing.

To Boyes’ great credit, I promptly got a personal email back from no less a figure than the company’s chairman, Andrew Boyes, confirming that the retailer was “interested in expansion into the [Tyne and Wear] area” and was “looking at opportunities”. So, though nothing has happened yet, the door for Boyes to pick up some old Woolies seemingly remains ajar.

Still in December last year, being in Chesterfield for my cousin’s wedding presented me with an opportunity to tick off another old Woolies that had closed down just three days earlier, in the town’s Vicar Lane Shopping Centre. Despite being a good-looking and well-located unit, the Vicar Lane store guide indicates that this store too remains empty almost ten months on.

Former Woolworths, Chesterfield (30 Dec 2008)

Moving north of the border, another vacant unit is the store in Perth, captured not long after closure in February. As far as I can gather, however, this store also remains unoccupied.

Former Woolworths, Perth (23 Feb 2009)

Some good news now, and the old Woolworths in Hexham, in Northumberland – one of the very first tranche of 51 Woolies stores to be acquired by Iceland, back in January. This shot was taken in August, a couple of weeks before the store opened.

Former Woolworths, Hexham (8 Aug 2009)

Iceland acquired another Northumberland store, in Morpeth, at the same time. This photo was also taken in August, with the supermarket already trading. To Iceland’s credit, it has done a good job in both Hexham and Morpeth of sprucing up two properties that were looking in need of some TLC while in Woolworths’ care.

Former Woolworths, Morpeth (15 Aug 2009)

I’ve already written, in some depth, about my recent visit to Durham. As I noted then, the new Tesco Metro in the former Market Place Woolworths seems to be nicely mopping up those city centre shoppers left adrift by last year’s departure of Waitrose.

Former Woolworths, Durham (11 Sep 2009)

There’s no need to repeat the photos that you’ve already seen of former Woolworths in Redcar, Middlesbrough, Stockton-on-Tees, Hartlepool and Gateshead – all taken on 17 September – or the shot I used last week of the empty MetroCentre branch.

So let’s end, for the moment, with this shot of the recently opened Home Bargains in Tamworth, Staffordshire.

Former Woolworths, Tamworth (19 Sep 2009)

Tamworth and I go back a long way – it’s the place where I went to school, and is somewhere I still visit from time to time. So, I was pleased to see that Home Bargains had done such a good job of turning the slightly tired Woolworths premises in George Street into a really bright and modern store. Indeed, Home Bargains’ comprehensive refit of the unit, including a smart new shopfront, has successfully avoided the problem of the building still feeling like an old Woolworths (cf. Redcar or Middlesbrough).

It was also the first time I’d seen a tweaked Home Bargains fascia – in burgundy and grey, instead of the more garish red and bright blue – but it does work well in conveying a slightly more quality image for the retailer, as well as being more in keeping with the overall look of the street.

That’s all for now – but you can look forward to part 2 in due course which will feature a selection of Welsh former Woolworths stores – Holyhead, Porthmadog, Prestatyn, Rhyl, Colwyn Bay and Llandudno – as well as a few more local ones in Byker, Gosforth, Newcastle and Consett.

Time for a lie down, I think.

Image by Zoran

I was quite chuffed, this morning, to have a short article on web usability published in The Journal. Much of what I wrote is, or at least should be, common sense: essentially, the need to understand what information your customers are looking for, and to give it to them in a way that is clear and engaging. Though the examples I used in the article related to tourism websites, the same principles apply across the board, including to retailers.

To be fair, many of those retailers with ecommerce sites have become increasingly adept at offering an easy and stress-free user experience. On the pure etail side, for example, Play.com’s clean, uncluttered interface makes it a pleasure to use – sometimes, it has to be said, more so than the increasingly complex Amazon.co.uk. Similarly, in more niche markets, many of the sites submitted to my Home Interiors Directory and Garden & Landscape Directory manage to combine a user-friendly online shop with a quirky and distinctive tone of voice.

Among those retailers that straddle both bricks and clicks, JohnLewis.com is particularly effective at conveying those brand values of space, quality and attention to detail that are similarly prominent within its stores. In contrast, I tend to find the Ikea website confusing to use, and normally end up heading to the physical store at MetroCentre instead.

Generally, though, I often find that it’s those retailers with simpler sites – providing basic information about the business, rather than e-commerce functionality – that would benefit most from an online revamp. So, using the example of department stores, how about some candidates for those retailers that I think are most or least effective at managing their basic online presence?

Fenwick website

One retailer whose website has always disappointed me is Newcastle-based chain Fenwick. Though the site’s content has been beefed up of late, and now provides core information about the company and its stores, its imagery and overall appearance is somehow cold and aloof; certainly, there’s no sense of the retail theatre that you get when paying a visit to its Newcastle flagship.

Williams & Griffin website

In contrast, the website for Williams & Griffin – a department store that Fenwick acquired in 2008 - conveys a much warmer and more engaging feel through its purple palette and use of colour photographs. Coverage of individual departments within the store is also more comprehensive than on its parent company’s site. Instead, Willie Gee’s main oversight is failing to tell us, anywhere on its home page or ‘about us’ section, where the store actually is. Thankfully, the ‘contact us’ page reveals that we can find Williams & Griffin in Colchester.

Bentalls website

Over to another Fenwick acquisition – this time Bentalls, in Kingston-upon-Thames and Bracknell – and yet another different set of brand imagery. The layout and content of the site is functional, but the overall look is cheaper and less slick than you might expect for a quality department store brand. Generic smiling women stock photos, an unreadable scrolling ticker, and – worst of all – an @btconnect.com email address (should you fancy the advertised cookery classes) all convey a less than professional image. Equally, the ‘copyright 2006′ tag and lack of any news stories give the impression of a site that is not lovingly maintained.

Beales website

If the Bentalls site conveys an image that seems at odds with its brand, Beales’ problem is that its site struggles to convey much of a personality at all. The home page is dominated – overwhelmed, even – by an enormous offers banner, yet the site gives only a limited feel for what it’s like to shop at a Beales store. Even the ‘about us’ page links to a ‘corporate statement’, its talk about ‘entry price points’, ‘trading policy’ and ‘assortments’ squarely aimed at shareholders rather than customers. Shoppers are unlikely to be wooed by the revelation that “value, at all levels of the market, plays an increasingly important part for our customers [sic] shopping basket”.

Encouragingly, we are promised a ‘new website’, ‘coming soon’ in autumn 2009; there’s even a countdown timer, helpfully informing us that the ’time until launch’ is ’34 days, 2 hours, 10 minutes and 26 seconds’. That’s undoubtedly good news, but it’s always a risky ploy to make such a big deal of an upcoming website revamp – not only are you building customers’ expectations about what they can expect in 34 days’ time (which is fine, assuming that the new site meets or exceeds those expectations), but you’re also effectively saying to shoppers that “we realise our current site isn’t very good”.

Lewis's website

One site that is too new to require a Beales-style makeover is that for the iconic Liverpool-based department store Lewis’s.  The Lewis’s site is largely effective, speaking with a distinctly local voice that successfully conveys the retailer’s independence and uniqueness. The site also celebrates the store’s heritage – with historic photos, and visitors invited to ‘submit their memories’ – at the same time as providing plenty of information about current and planned developments. If you were to pick fault, you might argue that the site sometimes has too much going on – for example, it might benefit from a little more white space, and less content disappearing off ‘below the fold’.

Rutherford & Co website

After so many niggles, we should probably end on a more positive note. One site that I particularly like is that for Rutherford & Co, an independent, family-owned department (or ‘lifestyle’) store based in Morpeth, in Northumberland. Where the Fenwick site fails to do the physical store justice, Rutherford & Co has packed its site with beautiful photographs that effectively convey the rich and quirky instore experience. “Welcome to the sumptuous world of Rutherfords”, the site’s home page declares, and – for once – it really does deliver on its promise.

Thank you to Zoran for making available the image used at the top of this post.