The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.
Disruption will lead to innovation in our high streets
Culture Secretary Jeremy Wright announced in May 2019 that a new £62 million fund will breathe new life into historic high streets across the country. Really? What’s £62m going to do? Unless there’s a momentous shift by Government regarding the business rate issue no £62m fund is going to fix anything or impact the dire straits we find our high streets in.
But here’s the conundrum. Across the country, people still enjoy going shopping. Shops are not going to disappear and 89 percent of UK sales are still generated through physical retail.
Consumers want high streets and businesses want to be there. We can’t give up on our high streets, but we need to fundamentally disrupt the existing model with ideas that address business rate costs head on.
Reigniting imagination on the high street
We need traditional brick and mortar retailers to be imaginative and visionary to make retail work for them and their customers. We haven't seen enough of this. There’s been some successes where traditional retail chains have introduced successful in-store experiences, from speaker spaces to free cookery classes, to encourage consumers to dwell and soak up the atmosphere.
We’ve also seen successful buy outs where we see anchor brands amalgamate multiple brands under one roof such as Sainsbury’s and Argos (Store within a Store concept – SiS). This has enabled Sainsbury’s to continue trading within the non-food category and remain current without distracting from its core grocery business.
Brand collaborations appear to work well, and this is where I think independent retailers need to deploy more disruptive strategies. Surely independents sharing space makes sense from a financial and marketing perspective and works for all collaborations, whether it’s an anchor brand and SiS or two brands in equal partnership.
Let’s take my local high street, where there is a bookshop with a coffee shop, and this unsurprisingly works well. So why don’t we see such partnerships more often with, say, independent clothes and shoe shops hooking up, cook shops and delis collaborating and complimenting one another and butcher’s, bakeries, greengrocers and florists joining up.
With so many consumers now on a personal quest to do what’s good for the planet, collaborations can really work to bring purpose to the fore and give consumers more choice.
The rise of the ethical high street
For people who are ethically minded, they may prefer to visit collaborations that have similarly aligned values for example, butchers, delis and bakeries that are fully ethically sourced or organic or shoe and clothes shops that won’t use unethical material. Delivering a positive, convenient and alternative shopping experience for people for whom these things are a driving factor in their purchasing decisions will provide an incredible customer service and experience that’s missing right now.
I’ve been in the industry over twenty years so I’m not naive enough to think this is easy, but retail is the most dynamic of industries and it needs to do something before it loses its confidence and high streets forever. I believe it requires a major re-think of the whole supply chain from landlords to legal and introducing new innovations like retail matching services. A service that pairs up independent retailers who are looking for high street shop spaces in particular areas.
There are all sorts of challenges – what happens if one brand is doing well, and the other isn’t, if one wants to sell and one doesn’t? But we’re at an impasse where something drastic needs to happen for us to re-imagine the high street. And drastic means disruption and innovation not more of the same.
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