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The high street is far from dead

UK shoppers are looking to traditional high street stores to start behaving more like Amazon.

According to our research, shoppers most value price, choice and convenience when buying products, benefits typically associated with the internet retail giant.

But, other responses suggest that the high street is far from dead. High street stores that take on the core values of Amazon will fare better than both traditional retailers and pure play online sellers.

Our research found that consumers are more likely to buy from a shop that offers speedy dispatch or pick-up. The results highlighted that consumers would be more likely to buy an item if they knew it could be sent out within 90 minutes (63 per cent) or if they could collect it from store within two hours (60 per cent).

In order to stay competitive, stores need to become warehouses for customer pick-ups and at the same time, places where customers can go for expert advice. The ability to offer rapid pick-up of an order placed online, or for an online reservation to be followed up by consultancy in-store are both approaches that will make consumers more active on the high street.

And, as sales assistants become supply chain experts, they can offer convenient service at a competitive price and get goods to a customer in the way that they want. This requires stock visibility on the shop floor and the flexibility to reserve or deliver stock instantly.

So, whilst online stores have the advantage of choice, high street shops can offer immediate fulfilment. The future of retail lies in combining these two approaches to offer a superior service to customers, using the best of both worlds.

Got a question for our experts? Email drapersasktheexpert@emap.com

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