Innovative store design is increasingly being used as a method to attract shoppers back onto the high street, with retailers of all sectors attempting to make the bricks and mortar experience more dynamic and interactive.
With sales figures continuing to struggle amid difficult trading conditions, retailers are thinking of some inventive ways to coax shoppers back to the high street.
E-tail has witnessed a surge in interest and retailers are responding by improving their multichannel presence, as a recent survey revealed that the number of smartphones visiting retail sites was up 163 per cent year-on-year in the three months to May 2011.
Online grocer Ocado last month trialled a virtual store in London shopping centre One New Change, offering customers the option of scanning barcodes into their mobile phones and having these products home-delivered afterwards.
Whether or not this idea will be rolled out in other areas will depend on customer feedback, though Ocado is not the only retailer to offer innovative concepts.
This week marks the opening of Westfield Stratford City, London’s £1.45 billion retail investment that is to be linked with the London Olympic Games next year.
John Lewis has announced that it will be trialling new innovations at their store in the centre, marking the start of the retailer’s £250 million investment in existing department stores, new shop openings, e-commerce and infrastructure during 2011.
Following these developments, Retail Gazette took to Central London to ask shoppers what they are looking for from the retail experience.