Nicholas Craig column

Mar 31 2006 By Nicholas Craig, The Journal

I have lived in Corbridge for most of my life. In that time it has remained a splendid, bustling village. The centre owes much of its charm to a superb range of independent shops. While other large villages have lost many of their local retailers to national chains, Corbridge's unique outlets have retained and gained customers.

If a recent report is to be believed, however, the retailers of Corbridge should beware the might of the big four supermarkets - Tesco, Asda, Sainsbury's and Morrisons - who have small local shops in their sights. According to the Parliamentary Small Shops Group, independent shops are `unlikely to survive' the next 10 years.

Once the big chains have wiped out as many small outlets as possible, they will start raising prices, the report warns. A retail `tsar' is demanded, and an immediate moratorium on takeovers and mergers.

They may have a point, but they overstate the case to scare the consumer into action. The secret of success for the small retailer is to offer shoppers something different; something big, brash supermarkets cannot provide. Corbridge provides a confident example of how to target a market with high quality produce, appealing shop fronts and old-fashioned customer service.

Without the core of thriving shops and places to eat and drink, Corbridge's unique charm would fade. The cobbled squares, Saxon church, proximity to Hadrian's Wall and countryside are remarkable strengths that attract a steady stream of tourists. Historic surroundings, however, rely on hard-nosed commercial acumen to bring them to life.

Corbridge's retailers have both qualities in spades. The community spirit belies its alleged snobbishness. Dubbed Hampstead on Tyne by some, the village has no need of southern pretensions. It has created its own character over the last eight centuries, and I can vouch for it happily accommodating the odd eccentric.

As Corbridge confirms, the consumer is the best regulator. Know your market, exceed its requirements, and you'll outlive the Cassandra-like omens of the Parliamentary Small Shops Group. Larger towns like Alnwick, Hexham and Morpeth are also working hard to carve niches in competitive markets, boosting business, regeneration and tourism across the county.