
The Steptoe and Son High Street. Coming to an English city near you?
So the report on reviving the high street from Mary Portas, the Queen of Shops, has finally landed with 28 recommendations for how high streets in England and independent retail in general can up its game. And while there are some good suggestions in there, in particular aimed at the changing role of local authorities and landlords, there is one huge glaring omission. Of the 28 points, not one relates to the use of technology and how independent retail can adopt new practices to not only compete better online, but to drive customer loyalty and numbers to their stores.
Now we’re biased of course, we’re not retailers, we’re a retail technology company and our agenda is clearly to adopt more customers. But there’s more at stake here than the report reveals. The changing face of the high street is about many things; the recession, extortionate rates, the rise of uber-retail and its impact on the smaller guys in the marketplace being some of the factors. But what you can’t ignore (and Mary does) is the changing habits and attitudes of the consumers who are key to the success of any high street.
Consider this comment from Tesco CEO Phillip Clarke in June 2011 for one.
“We now live in a multichannel world where three in 10 UK adults now own a smartphone and 5% a tablet computer. So when we talk about the future of the high street, we have to see it in this context, not put it in some silo or reserve. That’s not how consumers view the world anymore. Their high street, their computer, their smartphone – all these offer different ways of shopping and all are converging…”
This is wisdom from the top of the tree, and it’s about giving consumers what they want. Sure a better, cleaner, better laid out and more welcoming high street will help independent retail, but ignoring the elephant in the corner won’t. The modern consumer has more choice than ever, and younger people have grown up in an era where independent retail exists on multiple channels. It’s natural for them to seek products on smart-phones, tablets, computers and by whatever means they can get the best deal. That’s just common-sense and the use of the tools at your disposal.
Independent retailers who aren’t realising and planning towards this, if not working in this way already, are heading for a dire future. If you can increase your turnover and customer base by exploiting multiple channels there is no logical argument for not doing so. This can only add to your high street presence, not detract from it, by placing your firmly in a market-place where, whether you know it or not, you’re getting murdered by the big guys.
And don’t give is the cost argument either. Delivering multi-channel sales, improving your processes and adopting technology has never been easier nor cheaper than it is right now; the cloud is your saviour in this regard. Adopt it, use it, exploit it. It’s there for you. These technologies that only a couple of years ago were the exclusive realm of the big guys are now within your grasp and are improving daily. In the end the web will win.
This is not just a war about the high street, this is a war on many fronts with the hearts and minds of the customer and their increasingly hard earned paycheques. Reference Amazon’s agressive and frankly bloodthirsty initiative to quite literally rob small retailers of their customers, but to actually use the small retailers to do what Amazon can’t. Get tactile with the products before you buy them at your local retail store, use our app to scan the barcode and buy it from us and we’ll give you money off. That’s not a warning shot across the bows, that’s a declaration towards invasion! Small retail now works for Amazon, one of the very things that is killing it. That’s genius, no matter how cynical.
Fight back! Give your customers what they want and how they want it, and they will happily deposit money into your business. Ignore how your customers want to do things and you might well end up following Mary’s advice, namely:
“We’ve got car boot sales in some really horrible car parks off the M25. Why would you go there? Put them on the high street. It makes absolute sense.”
No it’s nonsense. If Mary really believes that what customers want is to see car boot sales on the high street then we await the return of the rag and bone trade, surely that’s equally missing? The Steptoe and Sons version of the high street? We’d be better with the Benny Hill version.
Alternatively examine the advice of Google who have a blossoming retail strategy kicking into gear in a big way…
“All payments need to go digital and all inventory needs to live in the cloud…” Osama Bedier, VP of Payments at Google, Web 2.0 Expo, March 2011
I think it’s clear who’s forward-thinking here and where a clear winner will come from. Maybe the government could cancel Mary’s fees and us them to provide free broadband to a bunch of high streets, which they would for a good long time. We can dream. But no matter how you get there see you in the cloud…