It’s a scenario that has become all too familiar over the last decade (more than 70% of villages have no shop at all), but the village shops that have managed to survive, and in some cases even flourish, can at least depend on the support of their official trade association.

The Rural Shops Alliance operates exclusively for the owners of independent village shops – representing more than 7,000 of them across England.

A lobbying organisation, the Alliance also offers practical help and advice to rural retailers in a bid to optimise business potential and improve the chances of long-term viability.

Below is a selection of their hints and tips to rural retailers:

• Try to take time out on a regular basis to view the store through the eyes of your customers. Customer expectations have risen hugely in recent years, so it’s important to make sure that your ‘shopping environment’ is clean, tidy and in complete accordance with health and safety regulations.
• Regular promotions bring a host of benefits for the consumer and the retailer. Create a permanent promotion point to encourage loyal custom.
• A recent survey of local shop customers proved ‘staff friendliness’ the most important aspect of a convenience store. Efficient and personable customer service can give you a real advantage over the multiple supermarkets.
• Don’t over-stock, and don’t be afraid to remove slow-selling lines. A good understanding your market should help ensure that neither problem arises.
• Marketing your shop effectively can have a greatly positive impact on the store’s fortunes. Get involved with the local community and promote the benefits of a village shop to all.
• More advice on improving your business can be found by visiting www.rural-shops-alliance.co.uk