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Professor John Colley on the Which? high street survey

Professor John Colley, expert in business strategy and leadership from Warwick Business School, discusses the results of the Which? annual high street shops survey which has ranked WH Smith as the UK's worst High Street retailer for the second year in a row.

“Experience appears to have little connection with profitability. Certainly the ‘cost players’ frequently offer unappealing experiences but very cheap prices. Take Sports Direct which is very cheap for major brands and is highly successful. Their capability is in managing the supply chain and using volume to drive lower costs. More concerned should be the up market differentiated players offering a poor experience, who are likely to suffer. Customers will not pay a premium for a poor experience.”

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Kim Ingram, Assistant Press Officer

E: K.Ingram.1@warwick.ac.uk

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