customers – Tomorrow's World

A few weeks ago, I was in London with my colleague Bruno, who’d travelled over from Brussels – for a meeting.

I noticed his shoes – very nice they were, and let him know that.

For the next 10 minutes, Bruno explained to me how the High Street was changing – and where he went to buy his shoes, they had a Ferrari and other ‘items’ which you wouldn’t normally find in a traditional shoe shop. It was more like an experience centre – where you walk in, sofa’s, tea and coffee, let the kids look at the Ferrari, whilst you take your time and find the right shoes.

I fully agree. The High Street is changing. There’s more on-line shopping. We know this! – just look at the statistics.

Bal, how can we help the High Street?

Well – firstly, have more ‘experience centres’ – where customers can ‘experience’ what they want, take their time and indulge what you have to offer.

A place where they can ask questions freely, talk to people with some serious knowledge – sounding very familiar to the Apple Store!?!

But what if you had a kids play corner? What if there was some ‘attractions’ to divert your attention? What if there was a coffee machine that enticed you to stay longer… become more loyal to the brand/shop.

Thinking differently will help the High Street. Similar to how in the 80’s and 90’s the shopping centres appeared out of town, with ample free parking and huge variety of shops. They’re still popular – but why would I waste my time, to drive out of town, park up, walk into a shop, purchase an item, walk back, drive home….. when I could do it in a few clicks on my phone?

In addition to the experience, it begins to be more personal. More individual. And we’re seeing that in a number of sectors.

Pop-up shops for example. We don’t want the same thing as everyone else…. and that’s the same as our drinking! – look at the number of beers you can get now, different beers, different tastes – and more individualisation!

It’s funny to keep reading about ‘the High Street is Dead’… maybe it is, but how can it be revitalised?! – let’s look at other cities around the world. Let’s learn what other people are doing… and bring some life back to the High Street!

We’ve seen Toys’R’Us announce they’re closing stores.

We’ve seen it with Maplins… they’re also closing shop.

I’ll be honest – I’m surprised Maplins kept on going so long with their physical stores. Most of the ‘tech’ items you can buy in there… you can probably buy at a lower cost, online.

I remember, a few months ago – I went in there. Can’t remember what it was that I wanted, but the staff were really helpful, and they said – we’ve not got it in store, but it’s available online.

I left, went to my computer – had a look – and he was right, there it was online. But then, I thought, how much is it with Amazon (other online retailers are available). And you probably guessed it – yes, it was a little cheaper with Amazon, and being a Prime customer, I also had the option of free next day delivery.

Yesterday, in the news – it was announced that shares in Carpet Right and Mothercare fell – concerns that they’ll follow the same path as those mentioned above.

Mothercare is in the midst of a store closure programme. Their shares fell 12%. 140 down to 80 stores they have proposed… now that’s a lot of store closures.

Then there’s Carpet Right. They have 409 stores across the UK – and have been struggling and under-performing.

So the question is… Is this the Start to the End of the High Street?

Well… it’s all about change. As Darwin said, it’s not the strongest that survive.. but those who are most adaptable to change. Now admittedly, he was talking about species… but you can apply the same thinking to businesses.

Have any of the above evolved over time? Have they introduced or used, new technology to help their customers?

I feel, there’ll always be a need for a physical presence of a store – depending on what they’re selling – and a great example of this is Amazon and their new physical store they are trialing out.

It’s a shame to see these great big stores close. But if you can buy it easier, cheaper and with less hassle… elsewhere (be it online or in other stores) then why not?

All businesses should be thinking – what do I need to do, to ‘future-proof’ myself?

What technology can we use to make the life of our customers easier? – Look at Ikea and how they’ve evolved… now using Augmented Reality… or should I say, are offering within an app, Augmented Reality, so you can see what furniture looks like, in your home…

What is the overall process our customers have to go through – that we can understand better, and help them to make their decisions quicker and ensure we offer everything to them…. because it’s all about the customer.

High street shops & companies must adapt.

Otherwise – this is the start, of the end… of the High Street.

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