How Ecommerce Web Development Changed the Face of the High Street in the 21st Century.


High street retail stores are going through a rocky phase in current times when several big-name brands are either downsizing or succumbing to the brutal trading conditions and impending retail apocalypse. But, there’s light at the end of the retail tunnel, yet. UK consumers still see the high street as the perfect venue for shopping. Despite this, leading brands like Woolworths, Toys R Us and Maplin folded.

High street retailers need to change with the times or crash out. In-store footfall during peak shopping periods is also on the decline. With falling GDP growth and rising inflation, overall consumer spending remains flat in the UK despite low-interest rates. Business rates are expanding sharply in major cities like Brit capital city London. Competition is at unprecedented levels, with internet giants and nimble entrants at the door. The looming spectre of Brexit is further haunting UK retailers. In such conditions, ecommerce web development technologies are redefining the retail landscape.

  • Countering the Amazon Effect?

Many retailers are realising the Amazon factor is shaping the retail market in new and unexpected ways. With the range of smart devices installed in homes or carried by consumers, the internet giant is surpassing the mission to personally cater for every need from groceries to FMCG. Based on the consumer’s digital profile, the customisation of the retail experience is taking place. YouGov’s survey found that high street is not exactly a spent force, with 54% of respondents saying high street was their favourite place to shop. Less than one-third or 31% preferred online shopping.

The gap is closing and to thrive and survive, high street retailers need to strike the golden balance. While the original marketing mix now includes product, price, place, promotion, packaging, place, positioning as well as people. Personalisation focuses on harnessing the power of bespoke marketing to gain the edge over competitors.

Creating an immersive, frictionless experience by tapping the power of ecommerce web development is the key. You Gov found consumers would like to see high street retailers embrace the tech-led experience, with nearly 70% choosing personalised deals, bargains and discounts customised to previous purchases.

  • Customising Hi-Tech Ecommerce Technologies

High street retail is now geared towards technology appropriate for deployment for the in-store environment, while understanding what customers need and how they want to interact with the store. Self-checkouts need to be appropriate for the brand. Further, smartphone payments use mobile phone gateways and may be a positive feature for high street retailers. Neiman Marcus’s PoS, mobile-enabled check-outs are case in point. Data channels are what internet giants work on for targeting and retargeting online customers and high street retailers need to keep up, using ecommerce web development and click-and-brick models to analyse customer preferences and habits.

  • Creating Immersive In-Store Experiences

High street retailers provide engaged consumers with the chance to access truly immersive retail experiences. Premium brands like Burberry have found success in the area. The Brit fashion label uses interactive retail mirrors to showcase footage from fashion shows and collections when consumers approach the screen.

Immersive experiences are spreading across retailers everywhere now. With UK retailers facing the ecommerce discount challenge, brands like New Look, Mothercare and House of Fraser are facing massive store closures. In an increasingly digital world, online and email communications are promoting the in-store experience. But it is important to remember there is no polarisation between digital and traditional retail models, but innovative channels that blend both to engage with present consumers.


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