I’d like you to read the below email from Martin at Likeys, one of the best outdoor stores in the UK – if not the world. They are an independent retailer and like many others from all over the country they are being battered by the larger, more powerful companies and we as runners (both ultra and not) have an opportunity to do something about it. I’d also love you take a look at the event photograph above and see how much kit is there – tonnes of it and I’m confident lots of it was advised on by the independent retailers I’m writing about now. Read on…
This isn’t your typical email but I would like to share some thoughts with you….. and as a reward, there is a 10% discount code at the end of the email – but if time allows, please read the following first.
Likeys (like most other independent retailers) have over many years strived to provide the very best service to our customers. This service includes the following…..
* Sourcing the newest and best products, often putting our necks on the line in bringing innovative brands and products to the market – brands such as Hoka, Nuun, Raidlight, X-Bionic, Aarn, Injinji (and many more) were first seen in Likeys, long before the “Big Boys” had even heard of the brands.
* We freely give advice for all manner of running and adventures whilst always having the customers’ needs at the very forefront of our minds. We have had customers traveling from as far away as Zimbabwe specifically to pick our brains, whilst we have stayed open until 12.45 in the morning to make sure a couple of athletes got the advice and correct kit choices for an extreme ultra they were about to compete in. In a nutshell, we will always go that extra mile to look after our customers.
* We always try to be as competitive as we can be with our prices.
* We passionately support the sport we love – over the years we have sponsored the Questars Adventure Race Series (past 6 years). Have been the main sponsors of the popular 3-4-5 mile race series in Brecon (past 5 years), as well as giving away over £5,000 worth of sponsorship to ultra-runners in 2013. Plus year in year out providing numerous spot prizes for many races both locally and around the country.
* We organise both the Beacons Ultra (8th year in 2015) and the 6633 Ultra in the Canadian Arctic (7th year in 2015). Both races organised with the primary aim of providing the competitors with no frills ultra challenges at different spectrums of the range of madness…. These events are organised because we love the sport… simple!!.
Over the last 12 months there have been seismic shifts in the outdoor retail market, with a number of large corporate retailers picking up on the boom of off-road/trail/ultra running, the results of which for customers is that there have seen some wonderful online discounting, particularly on items that were once perceived as specialist.
Naturally as a business we have noticed this, and a survey that we conducted a month or so ago confirmed that discounting is a significant factor when buying. However, it was equally obvious from that survey that the knowledge of specialist retailers, the personalised customer service and enthusiasm of independents which are freely given are also very highly regarded when making a purchase.
Independent retailers don’t have the financial clout to compete with these behemoths of the industry, so whilst I don’t have a crystal ball, unless there are changes, I can foresee Likeys closing its doors to the public in about 14 months when the lease on our current premises comes up for renewal.
In the 9 years Likeys has been around, neither Sue or I have ever paid ourselves as much as the minimum wage, so please read the above knowing that we are not trying to line our pockets, we are simply trying to maintain a service that we truly think will be missed if Likeys go. Likeys (and I think this will equally apply to many other independents that are caught up in this current discounting melee) has always been a passion before any business sense could be applied to it, so making money has never been the overriding factor, but alas even we have to make enough to pay the bills and pay the wages of those that work alongside us.
Now before you go jumping to any conclusions…. This isn’t a begging letter, it is merely a statement of how I see the market panning out for specialist independents such as Likeys.
So what am I saying….
Well, quite simply I would like you to consider supporting the independent stores (including Likeys) as much as you can in order that they can continue to support you in your adventures wherever they might take you. If you see an item for a few pounds more at an independent, please don’t assume they are being greedy, they are simply trying to bring products to the market at a fair price that will allow them to stay in business. Please support us independents, as your good custom means far more than you will ever realise. In return you will continue to get the excellent customer service, the free product advice, the enthusiasm and passion that only an independent store can provide….. and it’s only the likes of a Likeys that can offer you the chance to tackle what is probably the toughest race in the World!!!
Whilst I don’t imagine the above musing will change the world, I am a born optimist, so fingers crossed I am hoping enough people will appreciate the true value for money you get from independents that will see both Likeys and many of the other brilliant independents survive for many years to come so we can share the laughs and tribulations as you go on your merry way competing in daft events in this country and further afield.
Now, I mentioned a discount code….
Bearing in mind what I have written above, we would love it if you didn’t use it (wink wink), but equally we know everyone likes a bit of a deal….So, as a “Thank You” for a few minutes of your time reading the above – for 10% off anything you buy at Likeys (www.likeys.com) from now until Friday 26th, simply type in the two words coloured green above into the promotion code (without a space between) during checkout and the wizardry of the Likeys website will do the rest for you.
Very best wishes
P.S. Please feel free to share these sentiments with others that you think might appreciate them
I’m not including the discount coded because I’d rather we paid the price on the tin. But the point is that we as runners need resources like this, I don’t mind if you want to buy your Christmas sale bargains from Wiggle or. GoOutdoors or whoever but would it really hurt to spend that small bit extra to ensure we keep these places open?
To ensure I’m not being hypocritical I can tell you that 9 out of my last 10 pairs of running shoes came from independent retailers but I admit that my Salomon race vest came from Wiggle and some of my cheaper training kit comes from places Decathlon or buying direct from the manufacturer at things like the London Marathon Expo (though I still try and support smaller companies like Runderwear at these events). I’m also due to purchase my CCC shoes this week and given that I’ll be buying Altra Lone Peak 2.0 I know that I’ll be going to an independent retailer (either Accelerate or ultra-runner.com) because I think it’s the right thing to do and because the service and advice I have received from both these companies in the past has been really top notch.
All I’m asking is that you think about these companies, look beyond the giant discounts and try and remember that the deal you are being offered by Sweatshop and SportsDirect usually isn’t as good as you think (funny how Mike Ashley’s hand is involved in those two businesses and we are talking about the death of independent retailers). Let’s not forget these guys support the races we do with prizes, sponsorship, race day stores – if we undermine them too much then will the races that we love so much start to struggle to find funding? It’s a vicious circle isn’t it?
Help me out visit an independent retailer today and maybe make a purchase – do you really have to look that hard to find Run and Become? Likeys? Ultra-Runner? UltraMarathonRunningStore? Castleberg Outdoors? George Fisher? Accelerate? Endurance Store? Jog Shop, Brighton? Give them a chance and help them out – if not for you then for me – because I shop in them and I want them to stay around.
Just a thought guys.