Currys, Kingfisher and Primark are just three of the retailers demonstrating the importance of the store to boosting customer engagement this golden quarter, writes Fran Minogue.

While workers are returning to cities and their desks, the numbers are still well down on 2019. 

London is particularly badly hit – exacerbated by a lack of tourists – and festive spending in the capital is forecast to be less than half that of pre-pandemic levels.

In order to boost the economy, employers and the mayor are taking initiatives to woo people back. 

Offices are now hubs of communication and learning, and many companies are even offering free food and social events. 

At a more macro level, mayor Sadiq Khan has launched his ‘Let’s do London’ and ‘Let’s do London Lates’ campaign in conjunction with museums and galleries to give commuters more reasons to return to the city and spend on culture and hospitality.

So what are shopping centres and retailers doing to attract shoppers – who have got used to ordering from the comfort of their sofa – back into stores?

“Research by Westfield indicated that customers want 50% of space given over to experiences”

Malls are being re-envisioned as ‘town squares’ with a tenant mix that includes more health, sport and leisure operators.

Research by Westfield indicated that customers want 50% of space given over to experiences. In response, the shopping centre operator has added activities such as healthy cooking classes for kids and mini-golf courses. 

Many retailers have spent the past 12 months refining their omnichannel model to offer the fastest, easiest and most convenient shopping experience, and stores are central to that.

Alex Baldock at Currys and Thierry Garnier at Kingfisher are both well-known advocates of stores and see them as a strategic asset.

The vast majority of Currys’ sales are big-ticket items and therefore a considered purchase. As Alex Baldock says: “Consumer tech can be confusing, expensive and really benefits from face-to-face interaction with colleagues, who are front and centre in bringing technology to life and demonstrating products as diverse as a Dyson hairdryer or an e-mobility scooter.”  

Several recent initiatives have made the store an even more exciting and rewarding place to visit. ‘Wow zones’ in which to experience the latest TVs with full surround sound, gaming ‘bunkers’ where enthusiasts can play against anyone in the world and esports sponsorship are just some of the compelling reasons to make the trip.

At both Kingfisher and Currys, stores are not only central in the provision of advice and service but increasingly a powerful tool in providing instant gratification. 

Currys offers order-online-and-collect-from-store in just 30 minutes or store-to-door delivery via Uber in just 15. 

B&Q now offers one-hour click-and-collect from all stores and one-minute at Screwfix or, alternatively, a 60-minute service to sites via Screwfix Sprint. 

At B&Q, kitchen design and paint-mixing have always encouraged a physical store visit, but now more space and staff are being dedicated to product demonstrations and customer education. 

Thierry Garnier says: “Better use of technology has freed up colleagues to spend more time engaging with consumers and scan-and go will in the future drive up ATV by delivering targeted promotions direct to the customer’s phone in store.”

Fashion and luxury retailers are encouraging shoppers back with even greater excitement and theatre in the run-up to Christmas this year.

Fortnum & Mason has always been a favourite destination and chief executive Tom Athron is pulling out all the stops to make a visit to the iconic Piccadilly store an experience for the whole family.

“We’re using online comms and social media to drive traffic and emphasise the hospitality offer – especially afternoon tea and the ice cream parlour,” he says. 

A collaboration with Matthew Bourne’s Nutcracker! ballet, including the appropriately named character Knickerbocker Glory, is themed throughout the store in the famous windows and brought to life on Instagram, resulting in more views in two days than for the entirety of any other Fortnum campaign.

“To ensure a sustained recovery, Primark has doubled down on innovation and newness to create the excitement that can only happen in stores”

Primark, which has no online transactional channel, was obviously one of the worst-hit retailers when the pandemic closed its stores last year, but queues around the block testified to the strength of the brand when shops reopened. 

To ensure a sustained recovery, chief executive Paul Marchant and the team have doubled down on innovation and newness to create the excitement that can only happen in stores. 

A key area of focus has been the ‘Primark cares’ sustainability initiative. Licences and collaborations have also been stepped up, including one with the NBA and a second collection for kids with Stacey Solomon.

Increasingly, Primark stores are a destination in their own right. Extended ranges, such as The Edit, for premium womenswear, a new homewares collection for ‘hosting and toasting’, beauty, cafes and an exclusive tie-up with Smokey Barbers all add up to a complete day out.

And, while Primark may not sell online, it is one of the most skilled users of social media to highlight new offers and now boasts 24 million followers.

With the right strategy, high colleague engagement and flawless execution, the store will continue to be central to an excellent retail experience. 

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