I am beginning to wonder whether, in the world of retail, we are moving towards a world of super specialism and super service if high street shops are to survive.

I am beginning to wonder whether, in the world of retail, we are moving towards a world of super specialism and super service if high street shops are to survive.

We do have specialist stores – think about the chains that sell just electricals goods, music, video games, books and even wine. They are surviving, but only just.

My view is that retailers in general should think hard about specialist knowledge and specialist service. For example, they should look at the approach of Layers, a new shop in London’s Conduit Street.

Always one for checking out new stores, I’d heard about this place and popped in there the other day. The Layers concept is simple but clever.

It’s a retail space with clothing for men and women, but also offers literature, music and news. Layers is an upmarket luxury store but it also offers retail space to young and emerging design talent. The store presents products that have been carefully and thoughtfully made.

The same approach goes into its customer service. While browsing the rails I was offered coffee and, a few days after my shoe purchase, they sent me a friendly and personal email that  had just the right tone to make me want
to go back.

The point I want to make is – could this level of service be adapted and repeated on the high street? I think the answer must lie in making sure that chains have world-class training and find people who are committed to helping to create that personal touch, coupled with in-store theatre and attention to detail.

As a great supporter of local stores run by passionate retailers I cite my local book store, Primrose Hill Books, as an example of how a nurturing approach to the customer will keep the business going. 

I know, when I shop there, that I will be paying a premium rate for the book I am recommended. I know that if I ordered the same book on Amazon it could well be sent to me the next day for under half the retail price I paid… but, I willingly pay for the comfort of a personal and expert service.

Retailers have to face up to punitive rents, all those staff to pay and other overheads in order to sell something that the canny customer can source online and have delivered to their door. Why do they bother, you wonder?

The big issue is, then: what is the future for stores, and is it possible to survive the storm that is brewing for high-street retailers today? Why go to HMV when you can download music on iTunes, why trawl around the supermarket with a trolley when you can have everything delivered?

I believe that the answer to retail success lies in the service that good retailers offer and a shopping experience that you just cannot get online.

Think Pret A Manger – Julian Metcalfe continues to delight customers and the brand has not stood still. This positive and customer-embracing approach has to be repeated on the high street if it is to survive.

  • Moira Benigson is managing partner at MBS Group

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