According to a survey carried out by The Great British Exchange, some 91% of shoppers would visit high street stores more frequently if they could buy items – to include gifts – that are hard to find anywhere else.
In fact, special occasion shopping was one of the biggest challenges faced by consumers, according to the research, with more than half of those surveyed demanding easier access to categories that included unique, British made gift products.
Additionally, the study found that 20% of the shoppers surveyed did more than half of their shopping online. One in five valued provenance and the fact that the goods were locally produced above anything else, especially when buying gifts.
“Shoppers are bored with the current offering on the high street and it has never been more important for retailers to find a point of difference that sets them apart from the store down the road,” commented Matthew Hopkins, who launched The Great British Exchange in 2014. “Even more critical is the need to give consumers something they can’t find online,” he added.
The research highlighted that almost all shoppers surveyed would use bricks and mortar stores more often if it meant being able to find something ‘unique’ and two thirds said they wanted more locally made and British manufactured products on the shelves.
Shoppers also said flexible opening times, including late night opening and in-store events, would encourage them to shop on the high street more often.
Matthew added: “People often say bricks and mortar retail is dead but I disagree. It just needs to be done well and that means injecting some excitement and originality into a pastime that has lost its soul.”
Top: Flying the flag for British made goods, to include gifts.
