A PIONEERING 'fair trading zone' at the Trafford Centre is being declared a major success.

The trailblazing scheme - developed in partnership with the trading standards chiefs at Trafford council - aims not only to protect the consumer but raise standards of customer service.

All 280 shops signed up for a new code of practice, as well as restaurants and leisure outlets in The Orient entertainment area.

In its first year, 542 people have been trained in the basic package covering aspects of consumer law, and 182 managers and supervisors have been trained to an advanced level in dealing with complaints, pricing regulations and sales restrictions.

A council report on the scheme outlines how the vast majority of customer complaints against retailers were resolved by the centre's customer service team. Only 360 incidents required intervention by trading standards - compared to an anticipated 1,000.

Before the launch of the scheme trading standards predicted a total of 200,000 customers would raise issues against the retailers - but the figure was 20 per cent lower.

Trafford Centre business director James Lindsay says: "We are delighted that all retailers within the centre are committed to the fair trading zone and these figures reflect the pledge to the initiative. These figures also serve to show how complaints can be dealt with by our own customer services team who are trained to liaise effectively between the retailer and customer to resolve issues amicably, avoiding involvement from trading standards officers."

Trafford council's Tony Allen adds: "The fair trading zone has been a huge success in its first year and we believe it is here to stay. We are sure it provides consumers with the supreme service they deserve and protects and encourages honest business, thus providing economic and social stability in the local economy."

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