Can the High Street Fight back?

This year is going to see a big rise in spending on the Internet according to the latest NMA survey. With recession looming consumers are looking to get the best deal they can and increasingly the Web is the destination of choice for savvy cash conscious shopper.

…And why not?
As well as not having to get out of your PJs Internet home Shoppers can get a latte at a clean table without having to queue, put their feet up, take a break when they want. Not have to spend ages looking for parking, only to be charged a fortune once they have found a space and things are often cheaper online. The list goes on…

Of course defenders of the High Street and shopping centre will counter by pointing out that the Internet does not allow you to touch or try on, it might be harder to return things, there might be fraud. Of the last two those problems exist outside of cyberspace as well and there are online stores that let you try things and/or return them. Lets face it if you know your size in one set of off the peg clothes, you’ll probably be OK for other things at least with regards to that brand.

So is that it for the High Street? Are all physical stores doomed to go the ways of Woolworths?
That will largely depend on the High Street stores themselves and whether they can or will react to how the Internet is changing the habits of shoppers, especially in these cash strapped times. Part of the response will be to use the technology that the shoppers are turning to instead, the Web itself, but to take it out of the homes. Most mobile phones now offer web access and this means that shoppers can be in High Street stores comparing prices of online retailers to those on the shelves and making the best choice. The mobile web can be used to help stores by letting users search store stock (without rummaging shelves or having to find an assistant), find nearby branches etc..

The unique selling point of the High Street is the experience. Not only can you shop but you can touch, look at close up, meet friends and socialise and find other cultural experiences nearby such as museums and art galleries, which (in the UK at least) are mainly free. The High Street can use all this to fight back and by adopting the technology in all our pockets the infrastructure is already in place. What the shops need now are the correct interfaces that adapt to the mobile experience offering fast and easy anywhere access. Their desktop rivals e.g. Amazon are already doing this. By not responding the High Street risks getting left further behind.