The UK high street has been engulfed in its fair share of doom-and-gloom headlines in recent years. Closures of long-standing brands and Mike Ashley snapping up whatever he can would certainly paint a grim picture for anyone looking to get some insight into the health of the sector. Yet, the high street remains and continues to be the preference for the majority of British shoppers.
In fact, more money is spent in brick-and-mortar stores than online in the UK. However, more could be done to reduce the divide between the online and in-store experience. In-store comes with many benefits, such as the hands-on experience with products and assistance when needed, but in the end, prices will remain a major driver in purchasing.
To help attract more customers and make the in-store experience all the more enticing, high street stores should look to tap into the power of freebies, discounts, and valuable loyalty programs to all who come to the shop – but especially new customers. It’s a tool utilised extensively by online competitors, even to the extent that some sectors all but have to provide an offer. Beyond competing, though, there are distinct benefits to embracing these marketing methods.
The art of welcoming with a freebie
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
