Marketing

Making More From The High Street - Retailing for the future

January 23, 2020
Making More From The High Street - Retailing for the future

Jonathan Harrison

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Many people stay away from the high streets and move their business. But there is a bit of a comeback. It's a shift from products to experience.

Think about it, what do you want to do on a Saturday morning? Do you want to go and find those shoes you need or would you rather have more choice online and go have an adventure or experience at the weekend?

More and more places are changing the way they do things and moving more from the product focus to the experience focus. Look at the HMV Vault store opened in 2019, focused on the experience of the store and not the actual purchase of records.

Also thing about other places over the years, the garden centre for example. It used to be a place to buy product, now most of them have soft plays and other engaging activities to do. The cafe's are a buzz of activity and the kids also have something to do.

It also means you can generally get a better markup on the products as well, as people purchase more for convenience and impulse than out of need.

This needs a clever thought and a good marketing campaign to push it but if you really want more from your retail business in 2020 and beyond then you need to change approach. Every business can have an edge with some excitement around activities.

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