The high street continues to prove its persistent value, adapting itself to changing demand and incorporating new technologies into its traditional shopping experience. Technology has certainly had a significant impact on brick and mortar retail operations but perhaps not in the way many might understand.
It is relatively easy to discuss digitisation as being detrimental to high street shopping culture but the reality is far more interesting because despite the challenges that online shopping has created for retailers it has brought about as many potential benefits, many of which are being successfully demonstrated around the country today.
So, with this in mind, we’re taking a look at the future of the high street, considering three trends that are likely to define the retail experience over the years to come.
Designs Refreshed
Historically, shop spaces have been static. Once a store has opened, the position of its displays, retail furniture, and merchandise sections tend to stay the same. There are numerous reasons for this and it often comes down to the impracticality of the retail furniture outweighing the imagined benefits.
However, as the customer experience becomes a greater priority, one that immerses each shopper into a fresh space that sells the product with associated designs and aesthetics, it becomes crucial that vitality is part of the shop floor. This is why we are now seeing a greater demand for modular retail assets, like adjustable displays and slatwall panels, because they allow stores to quickly and easily rearrange their shop, giving it an entirely new feel to customers.
Digital Integration
Online search trends have actually supported local high streets in recent years, with an increasing number of customers performing searches for local businesses, both wanting to support smaller independent businesses in their area, as well as generally preferring the immediacy of Click and Collect purchases over waiting for their items to be delivered.
Incorporating digital experiences into a retail space is already set to become ubiquitous, from augmented and virtual reality technology supporting customer browsing to dedicated Click and Collect sections. Digital retail, which covers checking out, browsing, and customer loyalty, is also set to grow, with a greater number of stores incorporating computer tablets into their design. For some stores this can mean removing staff checkouts altogether, allowing customers to process their own items, which allows staff to focus more on personalised shopping services and the customer service experience.
Hands-on
In the same way that e-cards have failed to usurp the familiar sight of greeting card units from our local stores, brick and mortar retailers are celebrating the qualities and experiences unique to them. This includes dedicating shop floor space and display to interactivity.
Some retailers have long dedicated such an area of their retail space to such an offer. Record stores, which have recently seen a wonderful resurgence in popularity and financial growth, typically have listening areas equipped with headphones. This concept is likely to become more ubiquitous as retailers seek to immerse customers in their products, not simply offering a sale or allowing shoppers to interact with a product, but designing their stores to celebrate the culture of an object, in a way that also incentivises people to visit.
