How Can the High Street Compete for the Increasingly Digital Consumer?


The UK high street is traditionally known as the retail centre that serves the local community’s needs. It entails facilities that are further from the usual shops like cultural and leisure facilities as well as services that can be private or public. It is considered as the city or town’s nerve centre. In order for it to be successful, it requires the landlords, consumers, local authorities and even small trade businesses to have the same vision, the tools and the right leadership in place. The high street remains a key and top destination for UK consumers for leisure activities like going to coffee shops and banking. But the advent in technology and on-line trading poses a threat to the high street.

As this exponential advancement of technology is experienced the consumers end up getting more power and competition increases, it is therefore imperative for businesses to come up with innovation strategies to revamp their business models. This will ensure the high street will not lose its competitive advantage to the online-shopping businesses. How will it compete effectively for the consumers who are increasingly turning digital?

Digital Engagement

This is the best approach to countering the loss over the control of customer relationship. This would therefore point towards the improvement of how businesses engage with their partners, customers and suppliers. This would require an approach that enables the business to communicate effectively through digital engagements with its partners, suppliers, customers and employees.

Adapting to the Local Demands

There are so many high street businesses that are not aligned to satisfying the local demands of the people living around such businesses. This has been one of the strong pillars that the online marketing method is growing and spreading fast on. This usually creates several inconsistencies that are detrimental to the very existence of these high street businesses. It is therefore imperative that businesses take it upon themselves to aim at bringing the customers back to the high street by providing solutions to the many local demands in any given area.

Merging Online and Offline

Most people nowadays, including consumers, have gone digital and hence it is paramount for businesses in the high street to quickly conform to using both the online and offline worlds. These two worlds are slowly integrating and thus businesses ought to adapt to this latest trend. A business could offer on-line platforms within its physical store to give clients the advantage of browsing its collection online and try it out physically right there and then. This will offer the high street a chance to compete for digital consumers effectively as there will be a one of a kind consistency experienced across the channels thus creating an experience that is seamless for consumers especially the collection of items purchased online.

Care ought to be taken when implementing these changes in order to reduce chances of the business folding up.

Featured image credit: ShutterStock

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