An image of the planned new Tesco store at Sheringham - showing the walkway between the store and Station Road.

Sheringham shops issue set of demands to Tesco

By STEVE DOWNES Thursday, May 31, 2012
9:34 AM

Traders at Sheringham have thrown down the gauntlet to Tesco, demanding help for the hard-pressed town centre as the countdown begins to next year’s superstore opening.

Tesco has been asked to introduce measures to protect Sheringham town centre, ahead of its store opening next spring.

Shopkeepers are ready to “let bygones be bygones” after a 14-year battle to stop the store giant setting up in the town.

But, with less than a year to go until Tesco opens on Cromer Road, they are calling for a package of pledges to ensure that the controversial facility does not damage existing businesses.

They want Tesco to:

● Promote town centre shops inside its store

Sheringham Chamber of Trade and Commerce vice chairman Julia Moss.

● Fork out £7,500 per year for three years to sponsor the town’s Experience Sheringham promotional website

● Guarantee three hours’ free parking at Tesco, so that people have time to shop at the supermarket and visit the town centre.

The traders are also set to join forces to call for reduced business rates - arguing that the arrival of Tesco will make trading more difficult.

Sheringham Chamber of Trade and Commerce secretary Andy Bullen said: “There has been animosity for 14 years, but we are prepared to work with Tesco and let bygones be bygones.

“But there has to be a level playing field. It would be great PR for Tesco if it could prove that it can arrive in a town without damaging its vitality.”

He added: “It’s in their hands. Are they going to be greedy and say they don’t give a damn - or are they prepared to do what they can to help us?”

Chamber vice-chairman Julia Moss said: “I think the poor recent weather and economic downturn means many traders are thinking about the here and now. But there’s a core who are ready to take Tesco on in a positive way.”

Tesco spokesman Louise Gosling said: “As a member of the local business community it is in our interests to make sure Sheringham remains a vibrant and thriving town and we are very keen to do as much as possible to support this.”

She said the company had already offered to display chamber of trade advertisements in store, and had agreed to encourage shoppers to go into the town centre by building a connecting walkway.

She added that the company was providing a new fire station, community centre and £1m for replacement affordable housing as part of its planning permission.

Mr Bullen said a meeting had been held recently with Sandy Leonard from the Valuations Office Agency, which oversees business rates.

He said the system was “strange”, and led to some traders paying “far more” than they should.

He added that Sheringham traders would be putting together collective evidence for why their rates should be cut, citing the looming competition from Tesco as a major factor.

The chamber has also followed up last year’s mystery shopper survey of the town’s stores by Retail Revival with a survey of its own - asking Sheringham residents to name their favourite town shops.

The four winners - Blyth and Wright ironmonger, Claws and Paws pet shop, All Natural health food store and Dawn Fresh fruit and veg - have been given certificates naming them as the best for customer service.

Tesco finally gained permission for its Sheringham store in autumn 2010, after a bitter battle that divided opinion in the town.

It is currently going through a series of developments that were part of the planning consent.

It has built a new fire station on Cromer Road, and is constructing a community centre on Holway Road. Once the community centre is completed, Tesco will demolish the existing community centre, fire station and Lockerbie flats to make way for its new store - scheduled to open in April or May 2013.

17 comments

Anyone who goes into business knows that they are up against potential competition either now or in the future. In order to survive the products they sell must meet the expectation of the consumer on cost, quality and service. If you get it right then people use you if not they go elsewhere. Tesco's have been and continue to prosper by following that simple formula. Why retailers in Sheringham feel that they are special and immune from competition is beyond me.

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Douglas McCoy

Friday, June 1, 2012
I'm sure Tesco will be grateful for Andy Bullen's advice on PR.

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a_chilly_seal

Friday, June 1, 2012
I'm sure Tesco will be grateful for Andy Bullen's advice on PR.

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a_chilly_seal

Friday, June 1, 2012
I'm sure Tesco will be grateful for Andy Bullen's advice on PR.

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a_chilly_seal

Friday, June 1, 2012
Good or bad, Tesco is here. Don't expect favours. It will change the town, there is no doubt of that. We'll just have to wait to see in what way. My bet is that within three years the 'High Street' will have less food shops and more charity and novelty shops. But let's way and see

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weaversway

Thursday, May 31, 2012
It still amazes me that many Sheringham residents and retailers believe that the only way to avoid competition is to try to prevent consumers having a choice. No shopper owes anyone their patronage and unless a retailer can provide a service that the consumers wants or is prepared to pay for then the consumer goes to someone else who does. In case it has escaped anyone's notice that is why Tesco's has become so successful. Undoubtedly, some high street shops will be unable to survive the increased competition that Tesco's arrival will bring. Is this Tesco's fault, the consumers, or the retailer? Isn't it a bit too easy to blame successful companies for the failures of smaller less successful ones? Ultimately, Sheringham's high street will survive only by being able to provide goods and services that consumers want and which the competition can't provide. Rather than try to thwart this simple logic the businesses's in Sherigham will either sink or swim by being able to adapt to the challenge.

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Douglas McCoy

Thursday, May 31, 2012
i went to sheringham and the shop windows were full of fly blown novelty rock.like DADSARMY novelty rock emporium.

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bookworm

Thursday, May 31, 2012
I've been in Fakenham this morning - did some shopping in Tescos, some on the market and some in the town centre shops. It was lively and I can't see that Tesco has had an adverse effect on it at all. Sheringham needs to up its game before Tesco gets there - honestly, what's there - about 6 decent shops, 6 charity shops and a load of gift shops selling foreign tat. Smithrob complains that Tesco sells foreign produce well show me a gift shop in Sheringham with something actually made in Norfolk! Tesco has provided a new fire station, is in the process of building a new community centre, is providing a walkway to encourage shoppers into the town, has provided a RENT FREE charity shop for the Woodlands Special school at Sheringham .... what more do these traders want?

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samphirelover

Thursday, May 31, 2012
Once again Sheringham shops seem to think the real world should not enter their world! Tesco is a business, people WILL shop there.. the same people who I see in the car park at Morrisons in Cromer with the "Keep Sheringham Special" stickers in their cars! You cant have it both ways. Aylsham has 3 supermarkets in walking distance of its market and survives.. Sheringham needs to embrace the challenge. Get used to it!

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paddler

Thursday, May 31, 2012
The Sheringham traders need to realise that the way to take on Tesco is to offer good service selling the products that people want. To ask Tesco to help them is quite unreal. How much have Tesco had to pay for infrastructure as part of the deal? Lots of money for the benefit of Sheringham. This does not mean I am a supporter of Tesco but I do question what has to be paid over to get approval no matter who it is - we all pay for it in the end.

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andy

Thursday, May 31, 2012
Why does this website need £7500 a year in sponsorship?

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Richard_Waugh

Thursday, May 31, 2012
Just remember that one of Tecos's mantra's is that they bring extra trade into the towns in which they open stores. That is very true - but that extra trade comes to their store, and then goes home again! People do not drive to Tesco then think, 'I know, I'll go and shop in the smaller shops now I've been to Tesco.' All that happens is the roads get clogged with increased traffic and the smaller shops die. Just look at Stalham as an example. Sheringham High Street will end up as a line of fast food outlets and nothing else once Tesco open their bakery, dry cleaning etc. What a shame that people are still taken in by the promises of this giant. (And they do not support local business - just look at the packaging and see how much of their produce comes from Poland, Rumania, China etc.)

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smithrob

Thursday, May 31, 2012
Tell me why Tescos should support other businesses in the town, unless they install some ammusments (out of date ones of course), start to sell novelty rock or ironmongery. If your shop isn't doing well sort it yourself and entise the paying public inside.

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KeithS

Thursday, May 31, 2012
When are people going to realize that a supermarket is not a benevolent society,there may aim in life is to squeeze as much profit as they can from both suppliers and customers.Stop believing all the spiel about keeping down prices and customer care.If you don't want to harm trade in Sheringham don't use Tesco,I expect most of Sheringham shops at Morrisons now,not in Sheringham High St.

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Cynical Bob

Thursday, May 31, 2012
Like thousands of their existing stores, Tesco are going to be at Sheringham to make money, provide a service and possibly create some new employment. As has been said many times, Tesco is liked by most shoppers and that is where their money will be spent. Tesco pledges may work in the short term, but they do have important sales targets to acheive and I expect these will come first. This is what the council and the Sheringham Tesco supporters all wanted.

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Port Watcher

Thursday, May 31, 2012
as seen in other small towns tesco will promise the earth and deliver nothing !! promise not to sell cards or papers ? that lasted a month in another town . 3 hrs parking ?? not when they can earn from the fine revenue. tesco is a monster that is eating our country and we do nothing to stop it because of the cheap goods .............. ask a farmer how much tesco pays ??

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adinorwich

Thursday, May 31, 2012
how will Tesco help?by only opening 3 days a week so the little shops have a chance?

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bookworm

Thursday, May 31, 2012

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