Creating Connections in High Street Stores

Much has been made of the supposed ‘death of the high street’ as online shopping rises in popularity, but such locations remain crucial for many local communities. In fact, according to Accenture’s research, eight in ten (78%) consumers would feel sad if their local high street was no longer an option for shopping. This follows research from Green Street which found that a wave of closures by chemist, pub and bank chains led to almost 2,300 more empty stores on high streets, shopping centres and retail parks in Great Britain in the first half of 2024.

And whilst none of us particularly enjoy the sight of walking past boarded-up retail stores, the inability to easily purchase goods in our local area isn’t the only impact of store closures for consumers. There is also a significant social element to shopping on the high street. For many individuals, when stores close, there is reduced opportunity to venture out and make connections, which easily leads to isolation. The rising number of store closures threatens the high street’s essential role of fostering social connections and community engagement.

Irrespective of the benefits that come with shopping online, the UK high street remains vital to human interaction in our communities. So how can brick-and-mortar stores continue to facilitate these connections?

The role of high streets in community interaction

Elderly individuals, long accustomed to visiting brick-and-mortar premises, often rely on local stores for their daily needs. But high streets serve as more than just places to shop; they are social hubs that allow people to meet, interact and socialise.

As many new parents will attest to, whilst building connections with other parents, more often than not, the local high street becomes a go-to meeting place. It is these everyday but significant impacts that we often take for granted.

In Angel Edmonton, the role of the high street in fostering community has never been more apparent. Community initiatives in the town centre have delivered monthly cultural events and workshops celebrating the area and its diverse communities. These events have so far brought together over 6,000 local people. While helping to support businesses, whether stores or restaurants, on the high street and boosting the local economy, this sense of community is particularly important for individuals who may be more isolated.

This example highlights the often ignored or underestimated impact of store closures: when a store that has been a staple in the community for years shuts its doors, it creates a void that goes beyond the loss of a place to buy food or clothes.

The importance of human interaction in retail

Physical stores serve to create needed human connections on the high street. The friendly greeting from a store employee, the casual conversation at the checkout and the personalised assistance when choosing a product all contribute to a richer shopping experience.

Human interaction is a key factor in building customer loyalty. Customers are more likely to return when they feel valued and recognised as individuals. This is something that online retailers cannot fully replicate, as the human interaction and community engagement offered by brick-and-mortar stores remain a key advantage that can help ensure the survival of the high street.

Technology to enhance the in-store experience

Human interaction is irreplaceable, and technology can play a crucial role in enhancing the in-store experience. Real-time voice communication allows teams to monitor the shop floor and notice when customers need that little bit of extra help, such as answering a question, providing assistance with a product or resolving an issue.

For example, if a customer wants to check the stock of an item or has a question the retail worker is not equipped to answer, rather than asking the shopper to wait while you go and physically find another colleague that can assist, they can quickly check stock in remote areas or call for assistance from team members in different departments, minimising customer wait times.

Immediate responses improve the customer experience and foster a sense of care and attentiveness that is often missing in digital retail transactions. Retail workers can also enhance customer interactions at the till or self-checkouts, allowing for more personalised and efficient conversations. With customers feeling connected and appreciated, the bond between the store and the community is strengthened.

Securing the future of in-person shopping

High streets are the heart of many communities, providing goods and services, but critically, also spaces for social interaction and connection. As the world becomes increasingly digital, the value of physical spaces grows in tandem. By leveraging technology to improve customer service and personalisation, high street stores can continue to play a central role in their communities.

In an era where convenience is often prioritised over connection, it’s more important than ever to recognise the unique value of high streets. By supporting local stores and embracing the human element of shopping, these vital community spaces can be protected for future generations.