The Multichannel High Street: A nation of shoppers – but is it a nation of shopkeepers?
- Many retailers have addressed the basics of multichannel retailing but few are yet to exploit the potential of a truly integrated approach which will foster customer loyalty, improve the consumers experience and generate return on investment.
- The needs of shoppers are changing and retailers that customise offers and tailor experiences across a range of channels are much more likely to succeed in the multichannel environment. Shoppers nowadays often expect a high level of personalisation in their interactions with retailers and want a genuinely integrated shopping experience.
- Retailers need to embrace showrooming rather than see it as an issue. Those that can make the shopping experience count – by employing educated staff that care about the brand, can interact with customers, close the sale and promote a relationship – are the ones that will still be 'open for business' in the next ten years.
- Companies need to take advantage of mobile technologies in order to boost brand interaction with consumers and convert them from browsers to buyers.
- The UK Government and private sector need to address the issues surrounding the cost of town centre parking if the UK is to have a truly multichannel high street where bricks-and-mortar, online and mobile can operate together.
- Shoppers' attitudes to the high street are beginning to change with more supporting independent stores and 'Made in Britain' brands.