Embedded Files
HIGH STREETS: NOT THE PROBLEM. THEY ARE THE SOLUTION TO NEARLY EVERYTHING!
HIGH STREETS: NOT THE PROBLEM. THEY ARE THE SOLUTION TO NEARLY EVERYTHING!
ECONOMY
ECONOMY
COMMUNITY
COMMUNITY
HOMES
HOMES
SUSTAINABILITY
SUSTAINABILITY
TRANSPORT
TRANSPORT
SEE REPORT ->
1504_HIGHER STREETS.pdfHOW TO COMPETE WITH AMAZON ET AL?
HOW TO COMPETE WITH AMAZON ET AL?
'It's all about the experience...'
'It's all about the experience...'
Many years ago ... even decades(!) ... I worked for a top end 'retail design strategist'. They advised many of the biggest and best from Boots to Sainsburys etc. We spent many hours thinking and discussing how retailers and 'brands' can compete with each other and with the growing threat of the internet.
Much brighter people than myself came up with a robust means of considering shops and what they meant to the customer, in the context of their competitors and their own decision making process. These were captured in compelling summary diagrams such as the 'customer journey' or the 'brand essence' which provided the platform for insightful discussions and eventually well informed strategies.
Both are useful and interesting tools however the latter especially - see diagrams opposite. After considering in detail and then synthesising down the fundamentals (competition, credibility etc) consideration could be given to the business proposition - ie the culture, customers (target), the offer and finally the experience (whilst in the store).
Competing with Amazon et al? In most of these respects we are not sure it can be done on any meaningful scale - clearly the choice and convenience of Amazon is extraordinary. However when it comes an enjoyable experience, having a nearby place that is the heart of the community, attractive and enjoyable to visit and offers a range of services that cannot be delivered via the internet - then a good high street remains hard to beat.
If you want your high street to be around in a year, decade or century (perhaps) then focus on improving that experience and filling your empty shops with services that cannot yet be delivered online.
MORE IDEAS TO WHET THE APPETITE
MORE IDEAS TO WHET THE APPETITE
Finally - a good high street puts substantially improves residential values - a useful argument to get landlords to invest in the high street
Finally - a good high street puts substantially improves residential values - a useful argument to get landlords to invest in the high street
Fiinally, really - for the real keenies that get through the above - 180+ short videos on urban design from the smartest thinkers
Fiinally, really - for the real keenies that get through the above - 180+ short videos on urban design from the smartest thinkers
Report abuse