Shropshire Star

Appetite for the high street in Shropshire remains but it must continue to reinvent itself

The vast majority of West Midlands shoppers still retain an appetite for the high street, according to new research.

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Shrewsbury Pride Hill and Darwin Shopping Centre

A survey of 2,000 adults showed more than 7 in 10 (73 per cent) of those in the West Midlands would feel sad if their local high street was no longer an option for shopping.

But the positive data came with concerns for the future too and many respondents to the survey, from Accenture, fear the high street is no longer relevant and in desperate need of change.

Kelly Askew, Retail Strategy & Consulting Lead, at Accenture, said: “The future of the high street has been in question in recent years, but for now, stores are clearly still in fashion.

"Many retailers are still placing their bets on bricks-and-mortar, but there are warnings that the high street is in need of a reinvention if it’s to survive."

Kelly Askew

“At a time when shoppers are being even more selective about where and how they spend their cash, the future of the UK high street lies in its relevance and ability to meet local needs.

"For businesses, this means a focus on affordability, customer experience, and tailoring their offer to local demand.

"Technologies play an important role here – whether that’s using data analytics to determine the store layout and what they stock, or investing in AI and automation to enhance the store experience whilst enabling staff to be more efficient.”

The good news for Shropshire is that business chiefs and experts are on a mission to support local retailers and ensure town centres evolve and thrive after the challenges of the pandemic.

Sally Themans of Good2Great

Among them is Sally Themans, the driving force behind Love Bridgnorth and Love Wellington.

"High streets are absolutely at the heart of the community," she says. "If our high streets were to close down and become dead and lifeless, then it would spell disaster for those communities.

"It's not just about commerce. The high street is where people come together for events and to meet.

"So we have to do all we can to both look at alternative uses to keep them busy as well as helping small independent and large retailers remain relevant and viable on our high streets.

"And, of course, if people want them to thrive, we have to move away from online deliveries, which I know is really hard. As much as we can, we must try to learn to use local providers who, in turn, also need to keep in step with what customers are demanding."