REVIEW


March 2022 ertonline.co.uk


‘But the high street isn’t dead’ Graham Soult from CannyInsights.com shared his upbeat assessment of the


future of the high street with his thoughts on current trends, highlighting some


practical steps for retailers to stand out and thrive in competitive markets – such as making the most of their kerb appeal and other bricks-and-mortar virtues!


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etting the scene, Mr Soult illustrated how the UK’s high streets are always evolving. However, he acknowledged that “the current


pace of change can be disorientating”, highlighting many external factors such as the growth of online shopping, out-of-town retail, rising rents and business rate, and, of course, COVID-19. “It is wrong to assume that all the trends


are pointing in the same direction,” he said. “For example, new independent stores near me that opened during the pandemic – including a department store and a gift shop – make the point that bricks-and- mortar retail can still thrive if it’s compelling, rather than boring.”


Digging deeper into what can be done to create customer experiences


of that kind, Mr Soult argued that as well as businesses playing their part, the places in which those stores are located also need to up their game. Citing his experiences of visiting and working with towns up and


down the country, he suggested that the places that are succeeding are often those that are demonstrating strong and visionary leadership, becoming more mixed-use, investing in public realm, holding markets and cultural events, removing barriers to visiting, and supporting and nurturing independent businesses. He continued: “This positive backdrop creates a better context for


businesses to pursue their own transformations, through being efficient, creative, resourceful, innovative, customer-focused, unique and marketing savvy.”


Tips for success Drilling down into some specific actions that businesses can embrace, Mr Soult summed up his key message as “being really good at what you do, and then making sure everyone knows about it”. “Be clear about what makes you different and how you can deliver


something that Amazon cannot,” he exclaimed, “using all the qualities of personality, localness, specialism and agility that many indies are so good at. “Bricks-and-mortar retailers need to roll out the red carpet for customers.” Mr Soult perfectly illustrated this point using examples of businesses


with welcoming entrances, bright frontages and enticing shop windows that draw the customer in and convey a positive first impression – and then carry that through in the attention to detail inside. Describing how many of the businesses that bounced back best after


lockdown were those that had never stopped talking to and engaging with their customers online, Mr Soult also urged Conference attendees to make use of the many tools at their disposal – such as social media, websites and their Google My Business listing – to help build relationships, grow customer loyalty and stay top of mind.


“The emerging high street is vibrant and full of local personality” He added: “It is proven that using online channels is an effective way


to drive footfall and sales in the bricks-and-mortar space, even if you’re not actually selling online.”


Work together Mr Soult concluded: “The high street is evolving – as it always has done – but it’s far from dead. Focus energy on where you can make a difference, not on the factors you can’t change. A great business is distinctive and smart, with an engaging, up-to-date online footprint. Embrace those opportunities, then work with other businesses in your place to maximise the positive impact.” Citing a newspaper story about high street closures from the previous


week, Mr Soult observed how “hammer blow headlines” are sadly ubiquitous – despite all the new business openings and other positive developments that are happening too. However, quoting his own North East Times article from January


2021, he said: “The emerging high street is vibrant, mixed-use and full of local personality. “We should all work together to change the narrative around what is


happening on the high street – and how we showcase and celebrate the positive change that is taking place, despite the persistent, inaccurate and unhelpful predictions of the high street’s demise.”


The 2022 ERT Turning Point Live Conference will return on 3 October!


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