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Every firm can be digital - it is just some don't realise yet' ; C4DI is working to help Hullcompanies surf online wavebefore time runs out [Hull Daily Mail (England)](Hull Daily Mail (England) Via Acquire Media NewsEdge) Mention the digital revolution and most people think of Segways in Silicon Valley or teenagers on laptops inventing the next big thing. But the reach of the internet extends far beyond a cluster of corporations in Califor nia. Even the most traditional high street businesses now live in a changed world, and they are running out of time to act. Technology hub the Centre for Digital Innovation (C4DI) is helping Hull companies surf that wave, but some are already facing up to the challenge. Rob Nicklas, owner of Thearne Pet Stores in South Street, Hull, said: "For us, it's not really about selling online, but it is about reinforcing the relationship with our customers, letting them know we value them and maint- aining our profile." "We are already active on social media, using Facebook and Twitter to educate our customers about pet care. "We are now looking at the potential for a smartphone app for time-related pet care, from repeating flea treatment to reminding people when it's time to change the water in the fish tank." Mr Nicklas's determination to use technology for the benefit of his 70-year-old firm is proof, if it were needed, that no one can be offline. It is why Hull is creating a digital quarter, @TheDock in the Fruit Market. The 84,000sq ft, Pounds 14m project will feature a C4DI building set to support dozens of software firms. Mr Nicklas was part of the audience at a Hull Business Improvement District (BID) networking meeting, where group co- founder Jon Moss shared his manifesto for technology. "Every business is a digital business these days - it's just some don't realise it yet," he said. "The ones who are leveraging technology are the ones who will be successful. "It is a case of businesses taking a long, hard look at themselves and asking whether they are getting left behind. If they are not innovating, they are missing an opportunity." Although it does provide firms with a chance to grow fast, the new age also creates problems. Where once they only had to fight it out with others down the road, there are now rivals across the globe. "Because of the spread of the internet, your competitors can be anywhere in the world," Mr Moss said. "Our focus is on growing the technology start-ups in the Humber region and on helping traditional businesses understand and use technology. "It can be for marketing, commerce, data, internally to make the business leaner." That message is being heard loud and clear by an audience of established companies more used to bricks and mortar than e-commerce. Leonard Silver, a menswear shop in Silver Street, dates back to 1946. Current owner Eric Silver said the firm's age was no barrier to new ideas. "The internet is the biggest change we have experienced in my 50 years with the business, but we saw it as an opportunity and we adopted it straight away," he said. "Our website is linked to our stockcontrol system and has enabled us to expand our customer base worldwide. "Our location has become irrelevant. We do next-day deliveries in the UK and we are selling to new customers in America, Canada and the Far East." It reinforced the importance of the web for Mr Silver, who is already achieving an annual target of 10 per cent online sales growth. But for others, Mr Moss's talk offered new ideas. Cottingham photography firm Dakeyne Creative is now using online traffic (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. |