Omnichannel approach key to surviving declining footfall

Following the latest footfall figures released by the British Retail Consortium and Springboard, industry commenters have been discussing the need for an omnichannel approach in order to thrive in the future.

Fujitsu EMEIA digital lead retail Jat Sahi commented: “Digital disruption has been spoken about for many years, but with footfall on our high streets having reached its lowest point in a decade, more needs to be done to help retailers create the right shopping experience for their customers and to entice them, not only online, but through the door as well.

“If they don’t do this soon they are likely to be heading for a future where they are competing head-to-head with hundreds of online retailers versus a past where they competed with a few other stores nearby. With many retailers hoping Black Friday would drive a surge in shoppers, we saw high volumes of shoppers turn to online and avoid the pandemonium that we saw in stores a few years ago.”

He added: “However, the growth in the popularity of online shopping shouldn’t be viewed as a threat to the high street; it should be seen as an opportunity for bricks and mortar retailers to reinvent themselves. As consumers now have a multitude of options at their disposal, they are becoming increasingly intolerant of retailers who won’t provide them with the means to shop in the way they prefer.

“We found that 63% of British shoppers still value high street stores, as touch and feel provides an important experience for consumers, and so retailers need to think differently about the purpose their stores provide to customers and the reasons they would go there. Apple, Dyson, Nike and many others treat their stores and their people as assets that deliver a highly memorable, differentiated, totality of the brand rather than simply a distribution point. This way the stores support sales via all channels. Recent surveys show that consumers are increasingly distrusting of brands, so the value of this most tangible of touchpoints in retaining consumer trust shouldn’t be underestimated.

“Retailers need to envision a way forward that elevates them above the back-and-forth of monthly indexes and sets them on track for the long-term. Retailers cannot be reliant on peak days to help drive their overall sales. They need a strategy in place to provide an experience that embraces retail’s digital future and enables customers to shop the way they wish in this new digital age.”

Salmon global head of retail Patrick Munden agrees that an ominchannel approach is increasingly key.

He explained: “There are a number of deciding factors that have caused the declining footfall on high streets this year. However, that is not to say it is all doom and gloom for the retail industry. While footfall is declining, online shopping continues to grow; retailers now benefit the most from having a strong, online presence. Events such as Black Friday have shown that consumers now see online as their first port of call, which reflects a growing trend towards ease and convenience. Traditional brick and mortar stores will have to embrace more digital paths to ensure they are delivering what customers demand in terms of price, delivery, convenience and speed of service.

“The rise in eCommerce means that high street stores are progressively becoming more of a supporting factor to a retailer’s offering, with shoppers turning to online as their primary starting point when they begin their shopping journey. This means it’s crucial that retailers and brands create an easy, accessible and enjoyable online experience, which will have shoppers return time and time again. But ultimately, brands need to ensure that they are present at all the touch points where their customers are shopping, and can deliver a seamless journey where online and offline work in harmony together.”