This week the government have announced the formation of the Distressed Retail Property Taskforce (DRPT) to try and find ways of rejuvenating towns and cities – about time we say!

This week the government have announced the formation of the Distressed Retail Property Taskforce (DRPT) to try and find ways of rejuvenating towns and cities – about time we say!

Our local shopping parades are all but gone, and the focus is now (quite rightly) on our town high streets which are the subject of much concern. With almost 1 in 6 of high street shops reportedly empty and a seemingly never-ending run of ‘disappointing’ results for our high street retailers, it’s understandable that the Government needs to take action. 

There was a little hope with the twelve Portas Pilot Towns (sharing a prudent budget of £1m between them), however we’ve already seen press coverage of councils reportedly failing to understand the principles and of profiteering landlords. So, this clearly isn’t an easy fix… but what is the shopper view?  Are high streets a case of Do Not Resuscitate?

In our latest research report we asked shoppers exactly that. Unfortunately, it would seem that shoppers are increasingly ambivalent about supporting their high street and local businesses. Of all the shoppers we spoke to almost 1 in 4 said they were using their high street less often these days and only 17 percent said more often, so hardly a rallying cry in support.

Change of usage

There are widespread issues which are preventing high street shopping being more appealing, and the very appearance of shops boarded up can be off-putting. However, some of the most common complaints are about the shops being too expensive or not being relevant to shoppers needs – a view especially prevalent at the far ends of the age spectrum.  So, whilst some factors can be attributed to the infrastructure, it would appear that the shops themselves have a role to play.  When household budgets are under pressure most shoppers have little room for sentimentality and supporting the local community. Shoppers don’t expect high street retailers to offer the lowest prices, but fair prices and relevant ranges have to be fundamental elements.

What’s more there are clear areas where high street stores can make a point of difference versus the competition:

  • Easy access: The financial savings, and environmental ‘feel-good factor’ from shopping locally rather than driving to out of town retail parks or malls
  • Premium service: Anecdotally, genuine, warm customer service and expertise can be factors that really set high street independents apart from the competition. As shoppers we take it for granted that online retailers like Amazon will welcome us by name and make recommendations for us… but think how delightful it is when your local bookshop does the same in person.

As the major multiples in all categories increasingly see the role of bricks & mortar stores as offering a real experience worth visiting for, then this has to be the same view of the smaller chains or independents on our high streets.

Ultimately, those high street stores that can deliver relevant ranges at a fair price with the added benefit of ‘an experience’ will win out.

  • Danielle Pinnington, Managing Director, Shoppercentric