One element of the QualitySolicitors launch that struck me was the move into shopping centre retail space. Considered alongside the recent research Shopping Around, by Jon Robins at Jures, that move might appear obvious for general practice firms. Legal services are highly profitable, with complex people businesses needing face-to-face contact to work well and – in some legal areas – a high volume of enquiries.The shopping ‘high street’ has moved in most cities; and it could be said that solicitors firms got left behind. Where better to develop a business than in a high ‘footfall’ retail environment?

It has been tried before in many forms. Firms, usually by chance, end up with a shop front on a busy retail street. However, in Marketlaw’s collective experience, very few firms have used their position effectively to increase business. Even fewer have reorganised to present a clear retail offering.

Saturday and late night opening is another option that, for many reasons, is usually abandoned after a few months.

As you’ll be aware, ‘retail’ is a very different business from professional services and both have changed considerably in recent years. One innovation that’s arrived from the US may provide a flexible opportunity to exploit high cost retail space. I recently came across an example of this in a shopping centre with a large supermarket and what are referred to as concourse retail merchandising units (RMUs). Two of them offered legal services, one a will-writing service, the other a full service local solicitors’ firm.

While a retail outlet offers a great opportunity to develop a firm, it requires a very different approach to the office-based solicitors’ set-up. It needs well-prepared staff with a robust approach to dealing with the general public. There should be a focus on looking for the right type of client for the firm, using a system of capturing and monitoring enquiry and client details. This would help establish the return on investment and an evaluation of different retail positions.

Those working on RMUs also need the ability to deal with general legal ‘chat’, a polite way of dealing with people with protracted legal issues, and an established procedure of where to recommend that people go if your firm can’t help.

One thing it can’t be is a short-term effort, tried for a few weeks and given up as too expensive. As applies with Saturday opening, it needs to be run with clear goals over a minimum period of a year to 18 months. That gives it time to be established in the minds of the potential clients.

It’s worth remembering that shoppers standing at a Co-op check-out should see a ‘Legal Service’ leaflet in front of them. This could be an opportunity for your firm to take the retail fight to the heart of the modern retail environment.