The Struggles of High Street Shopping
This year’s festive season was far from merry for Britain’s high streets. Footfall dropped for the second consecutive year by 2.2%, driven by cost of living pressures, low consumer confidence, the rise of online shopping, and even poor weather. Retailers are bracing for a harsh reality with thousands of closures expected by 2025.
The Value of Customer Service
After visiting the sales this weekend, it struck me: when did you last walk into a shop and feel truly valued? Poor customer service can be a deal breaker. Polite, well-trained, and knowledgeable staff can transform shopping trips into unique experiences that online shopping cannot replicate.
Unfortunately, many Gen Z retail assistants seem to lack the necessary skills. This weekend's experiences were shocking. For instance, a hesitant staff member informed me that my favorite jeans brand no longer stocked my preferred color, leading me to purchase them online instead. In another store, we were ready to buy a specific pair of trainers but left due to the reluctant service: dropping boxes at our feet, no eye contact, and a lack of basic courtesy.
The Need for Better Training
A little effort goes a long way. Staff training should focus on product knowledge and problem-solving. It’s frustrating to travel to a store only to find the desired item is out of stock, pushing shoppers to online competitors. Retailers should consider investing in smarter inventory management and improving supply chain efficiencies.
Bridging the Gap Between Online and In-Store
By 2025, there should be no excuse for the disconnect between a retailer’s website and its physical stores. Customers want to browse online, check availability, and pick up in-store—or vice versa. This process should be seamless, with real-time updates and a user-friendly interface.
The Importance of Approachable Staff
If customers are left waiting at the till for 15 minutes or more, while staff seem disinterested, what’s the point? Retailers need approachable staff who genuinely care and can communicate effectively. A simple “how can I help?” would be a great start. I experienced one salesperson who even turned his back on us while we considered a purchase.
Enhancing the Shopping Experience
Streamlined checkouts—whether through self-service options, mobile payment systems, or additional staff during peak hours—are essential. However, assistants who can guide shoppers through these processes are even more crucial. Shoppers crave convenience and care.
While the high street may struggle to compete with online options and prices, it can offer something uniquely human: connection and creative thinking. High streets should embrace their unique ability to engage all five senses: a smile, a friendly greeting, and actually listening to consumers would be a great start.
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