Analysis: How to grow Richer while rivals on the High Street struggle

IT is no surprise that Richer Sounds is in top place in the Which? shops survey. It was founded by Julian William in 1978 when he was only 19 and his strategies could be adopted by other retailers.

He has always made a point of looking after his staff and making them feel part of the business. Improving skill sets through training as he does is very clever and adds value in terms of customer experience.

Lush and Lakeland are also excellent and are benefiting from the so-called "lipstick and chocolate" factor whereby people still want small treats during the recession. Lush falls into a quirky, niche market offering customers a fun experience. Lakeland's lifetime guarantee is unique and taps into the "nesting" factor people seek during a recession.

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WH Smith, by contrast, is "stuck in the middle" and no longer knows what it stands for.

In terms of the economy, retailing is one of the biggest and most visual industries in the country.

However, there is a great deal of complaceny among retailers who often don't give their staff the opportunity to communicate upwards, leading to a culture where staff are held back by the subliminal threat of putting their head above the parapet.

But a lot comes back to the old adage - your staff are your greatest salespeople and by investing in them you are investing in your company.

• Graeme Stephen, lecturer in retail studies, Aberdeen Business School, Robert Gordon University, Aberdeen.

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