I do occasionally write a blog relevant to the news of the day rather than just what takes my fancy. The news today, apart from Tesco horse burgers, is the closure of another national retail chain, HMV. I learned on the news that HMV stands for ‘His Master’s Voice’. Never knew that, I thought it was a 90s chain. ‘His master’s voice’ is immediately recognisable as an ancient and trusted brand. HMV has a nice up to date logo though so maybe their marketing department though that is more important to appeal to a generation that has mostly never bought a CD. HMV also didn’t bother to explain the difference to shoppers between what you get when you buy a CD v what you get when you download, i.e proper ownership and rights v part and temporary ownership and severely restricted rights. Still, too late for them to ask me my views. They’re dead.
Some high street shops make excellent use of the synergy between a physical outlet and web presence. As we progress into the age of augmented reality, that will become ever more important. People will expect to be able to buy via either route but still use the facilities offered by the shop. AR also adds huge potential to add virtual architecture, décor themes and gaming. Reserving online for high street collection, or buying for home delivery while in the shop are well established; less so is using 3d printing to accessorise outfits, or laser scanning body shape so that you can use stores as try-on outlets. These are starting to generate presence and will grow in importance. And some shops are getting extra income by acting as drop off centres for other companies, so that people can collect things on their way home from work, a big thing for the many households where nobody is at home during the day to receive goods.
Socialising is best done face to face, and shopping is a social experience too. Coffee shops and restaurants have been familiar in shops for decades now, but shops could make far more advantage of social networking to offer meeting and hanging out facilities for people using social networks and who share something in common related to the theme of the shop. Clothes shops could offer fashion related events, gadget shops demos of up and coming products, and so on. Establishing shops as something more than just places to buy increases their relevance and brand loyalty, hence survival chances. So, synergy, socialising. I feel a ‘6S guide to high street survival’ coming on.
Next S: service. This should be obvious, and most shops do appreciate the importance of differentiating on service quality. While it used to be a concern that people would use the shop for service and then buy online, having good web presence and competitiveness anyway makes this less problematic. There is nothing wrong with having some premium services and charging for them in addition to free basic service. Some premium services could even be provided for competitor web sites with no high street presence, making a potential income stream even when people do use competitors. Opticians doing prescriptions for online glasses sellers, or clothes shops providing paid measuring services are good examples where this already occurs. Seeing competitors as potential market opportunities rather than just as threats is key.
Suck and see. OK, a bit contrived to get the S this time, but shops are starting to do it. The Apple Store is a good example, where you try it out in the shop but the purchase is essentially an online one. Clothes shops can let you try a garment on and then order it in your size for home delivery, using rapid customisation manufacturing and delivery systems.
Surprise is another one. It is easy to shop online when you know what you want. If you don’t, shops can offer that mixture of expected and unexpected to make you want to visit. Call it serendipity if you prefer.
The 6th S is for Special. This could be customisation or personalisation of products for customers, or it could be an extended relationship with customers in terms of pampering of regular customers, after-sales services, advice, affiliate programs, belonging to social groups… People want to feel special.
There you have it. Service, surprise, suck-and-see, socialisation, synergy and special. The 6S guide to high street survival.