Is the high street really dying out?

A report released by the BRC this week has shown that retail footfall is 1.8% higher than the same period in 2011. Regional high streets may be in crisis, and most retailers are reviewing store numbers and even layouts, but this is about an adjustment rather than extinction.

Footfall has improved in all types of shopping locations but high streets were the hardest hit with a rise of only 1.4% compared to a 3.1% increase at out-of-town locations such as shopping centres.

The significant rise in shopping centre visits highlights consumers’ desire to find everything they need in one place, having multiple options at their fingertips. This goes hand-in-hand with the need for everything we do to be streamlined and hassle free in an era in which we expect things to be instant to suit our busy lifestyles. Consumers are taking on a more functional approach to shopping and are targeted about purchases.

Footfall is therefore not all going on line according to recent research, even though they might use on line channels as part of the buying process.

The simple truth is, while we debate the future of the high street and talk about a new role, shoppers themselves think less and less about shopping in terms of the high street. For them, it is not even about channels, but about access, convenience, choice and service. And in that respect, all channels, on and off line can always improve.