Sector Focus


Retail


The phantom of the shopera


UK shoppers are returning £7bn of purchases every year, leading to a “phantom economy” of lost revenue for retailers. New research from Barclaycard reveals 26 per cent of retailers


have experienced a rise in returns over the past two years, with the number of returned items up by 22 per cent on average. Shopping online is fuelling the rise of the ‘serial returner’, as


almost half of the amount consumers spend ends up being refunded by retailers. While Brits splash out on average £313 on online clothes shopping each year, they end up sending back £146-worth of this. In fact, 33 per cent of shoppers buy clothes online expecting that items will be unsuitable before they’ve even tried them on. In order to minimise returns, 36 per cent of shoppers are


calling for brands to improve online size guidelines. A further 16 per cent would like to see wider use of technology online, such as augmented reality, to help them visualise how products will look when worn. In addition to the potential revenue lost through the


‘phantom economy’, 55 per cent of online retailers also offer free returns which can come at a cost to their bottom line. Konrad Kelling, managing director of Customer Solutions at Barclaycard, said: “While many retailers have adopted new processes to help manage increasing returns volumes, the real focus should be on measures which help to reduce over-ordering in the first place. “Implementing technology such as virtual fitting rooms


is one way retailers could reduce the number of returns, and in turn, the size of the ‘phantom economy’.”


‘Brits splash out on average £313 on online clothes shopping each year, they end up sending back £146-worth of this’


Luxury retailers join the Mailbox


The Mailbox is to be boosted by the arrival of two new independent retailers. From August, shoppers can


expect to find a range of the finest handmade leather shoes and boots at English Brands, alongside popular, quality and high-end men’s fashion brands including Sanders, Loake, Gaziano & Girling, Cheaney and John White. Meanwhile, Burrows & Hare –


shortlisted in the Drapers Independent Awards 2018, Best New Retailer category – will bring its collection of premium clothing, grooming and lifestyle products for men when the store opens in the autumn. David Pardoe, head of


marketing, retail and tenant engagement at the Mailbox, said: “We’re delighted to be welcoming English Brands and Burrows & Hare to the Mailbox. “We’re confident their high


quality products will resonate with our customers and perfectly complement our existing mix of high-end fashion retailers; consolidating our reputation as the city’s leading destination for menswear and lifestyle pieces.”


64 CHAMBERLINK September 2018 How we stand out from the crowd


It’s no secret that retail is having to work harder than ever to attract and maintain the attention of consumers. The advent of online shopping is continuing to tempt both browsing and spend outside of the offline world. Those of us within the retail


industry have been focusing for some time on continually finding new ways in which to enhance our offering and provide guests with an experience packed with delight that they simply can’t get online. Retail destinations must look at


the assets at their disposal and find ways to maximise these, not only for the enjoyment of the consumer, but also to their own benefit. Commercialisation of under utilised space is just one of the ways in which this can be achieved, and is an approach we have successfully taken at Touchwood for some time now. For example, we recently


partnered Solihull College & University Centre to host a fully immersive and interactive experience with 50 BA Creative


Retail Therapy


By Tony Elvin General Manager, Touchwood


Arts degree students that drove centre sales, generated revenue and provided a valuable experience for the students. Under the initiative, we offered


the students use of a 2,000 sqft vacant unit to host their full scale ‘Defy Complacency’ creative show, comprising a diverse range of mixed media using floor and wall space. The three week exhibition showcased their degree work in fine art, photography, sculpture, illustration and more.


‘Retail destinations must look at the assets at their disposal and find ways to maximise these, not only for the enjoyment of the consumer, but also to their own benefit’


This approach not only enabled


the students to capitalise on a high footfall location and engage with audiences that perhaps otherwise wouldn’t have had the exposure to their work, but it also allowed us to provide our guests with a unique experience. In fact, we were awarded the coveted Commercialisation Innovation of the Year award at the prestigious Sceptre Awards, in recognition of the partnership. Commercialisation also offers


destinations the opportunity to frequently update and ‘mix up’ their offering. Pop-up shops, kiosks and events all bring an element of excitement, and as Christmas approaches Touchwood will be introducing seasonal stores and kiosks to entice visitors at this key time. At Touchwood we have a


dedicated in house team to help to bring retail brands and services to life in our busy and vibrant centre. We are always looking for new ways to think outside of the box to introduce new offerings to our guests and would encourage interested parties to contact us.


For further information, visit www.touchwoodsolihull.co.uk or telephone 0121 709 6900.


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