It is very easy to describe the difficulties surrounding retailers as they continue to weather a varying degree of lockdown restrictions. While the circumstances may be different, this discussion is not new. For many years, especially in the advent of online shopping, the retail industry has often been described as the underdog. This year, it seemed, with widespread closures being a significant blow against the high street and the British economy, that customers may finally adjust to performing their shopping entirely online.
What has become apparent, however, is that demand for high street retailers persists. During the summer, as many businesses began to reopen, those which were deemed non-essential, customers were seen queuing through city centres. Additionally, online groups and local communities rallied around their local and independent shops, an action which led social media platforms, like Facebook and Instagram, to join their rally in support.
This surge in popularity of local and independent businesses seems to also extend beyond sales figures too and, as we are beginning to see from our own customer demand, there is a growing culture of nostalgia within British retail.
Consider, for example, the greeting card, which has often been used to discuss the dichotomy of physical and digital preference. Over a decade ago, paper cards had their popularity brought into question as customers began to enjoy the efficiency and novel appeal of e-greetings, as well as the ease of social media-based holiday wishes. This year, in our own sales, we have seen a rising demand for greeting card units as more retailers look to showcase paper cards within their stores.
This is one example of how customer demand seems to consistently celebrate and place value on physical products. It could be argued that this trend is a reaction to an increasingly digital world, especially as a growing number of employees are now finding themselves in a remote working position, leading them to spend more time online, perhaps giving them more reason to seek out physical stores and products.
There is also a demonstrated growing demand for natural aesthetics within shop aesthetics. More Crown Display customers are purchasing retail furniture with bespoke designs, often that reflect organic styles, moving retail spaces away from industrial shop designs, as more customers and retailers seek to celebrate a warm and welcoming shopping experience.
High-quality custom-made shop counters are growing in popularity, with designs reflecting a customer-oriented approach to service, which is instead of compact and contained checkout designs that need only a contactless transaction area. While still being ordered alongside safety dividers and protective panels, retailers are looking to focus on their customer experience, ensuring to deliver a personable and human experience, a quality that cannot be offered digitally.
So, it seems that, despite the ongoing conversation surrounding the difficulties that face retailers, customers are not only determined to ensure their survival but that there is also a growing fondness for real, brick and mortar shopping experiences, those that allow us to interact with products and offer a personable experience.
