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A shorter blog this week asking the question how can retail increase footfall on the High Street?

 

To date retail has tended to either out source the challenge of increasing footfall on the High Street to the council or Town Centre Manager or they have attempted to increase footfall through price and product based offers. Once a year retailers will join forces with the council to promote the High Street, that is Christmas.

 

Why can it not be Christmas every day? Why can retailers not take more responsibility for increasing footfall beyond product and price initiatives? I call this Retail Theatre.

 

In essence retailers need to compete with the internet by offering their customers are more engaging experience on the High Street. This means either putting on events inside their shops or working with other retailers to put on events on the High Street.The irony of the internet is that even though it has taken purchasing power away from retailers it makes organising events much easier. This is because reaching people via social media is much simpler. The challenge is to create events that are exciting for customers.Imagine if all the effort which goes into price promotions were put into creating engaging events and building an online fan club? There would be loads of reasons to visit the High Street meet up with your friends whilst opening up more ways for retailers to make money.
 
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