Star comment: High street stores still have hope
The challenges facing the high street are well documented.
They range from long-term changes in shopping habits – first the rise of out-of-town shopping centres, then the emergence of the internet – to the more short term, including economic uncertainty and rising inflation.
In recent years, we have seen major players come and go. A generation ago, no-one would have imagined Woolworths or BHS would fall.
The competition all high street shops face now is incomparable to the situation just 15 years ago.
Digitisation has changed the game. The Information Age has brought changes as profound as those caused by the Industrial Revolution centuries ago.
Just 15 years ago, few would have contemplated buying clothing online. Now, it is commonplace. Improved customer service means people can exchange ill-fitting or inappropriate products with no questions asked.
And although the likes of Debenhams have invested hugely in their own online offering, the fact is it is now competing against retailers across the globe. A clothing company from India, China or South America can sell to a Shropshire or Mid Wales resident just as effectively – sometimes more so – than one at a shopping centre, and of course they are often able to do it cheaper.
And yet hope springs eternal. There are ways local retailers can diversify and stay ahead.
They might have to shift their focus and concentrate on issues other than price to remain relevant.
The shopping experience on the high street must offer something substantially different – and better – to counter the convenience of online shopping.
And that can be done. One only has to look at such towns as Bridgnorth, Ludlow and Shrewsbury to witness vibrant local economies that do a terrific job.
In Telford, restaurants in Southwater and the park help make it appealing as a destination for those interested in more than just a shopping trip.
Nonetheless, we should not underestimate the size of that task. It will be enormously difficult for some to remain viable in this age of click click shopping.
The lure of purchasing from a home while at rest is frequently irresistible.
The business model of low overheads, overnight delivery and good customer service gives online retailers an edge. Physical shops must play to strengths and offer enhanced customer service and a unique point of difference.
There has been much talk in recent years of breathing new life into our High Streets; Debenhams’ performance demonstrates that this is no easy task.
