The rise of the retail experience economy and its impact on UK stores
Another influential aspect of today’s retail market is the value of experiences, with positive retail experiences fitting into four key themes as defined by Retail Economics:
- Entertainment
- Education
- Environment
- Escapism
While consumers claim to spend more time browsing online than they do in-store, the importance in the discovery and research of retail products is more influential in physical stores, particularly flagship locations, so the onus is on experiences. Retailers and landlords are recognising the importance of experiences in three key moments:
- Moments of discovery
- Moments of desire
- Moments of action
What’s more, shoppers expect digitally enhanced physical environments that offer experiences that cannot be replicated online.
Store operating costs
Operating costs are another factor shaping the current composition of retail, with costs rising 10.8% over the last five years. Profit margins are under intense pressure and the trend is unsustainable.
Figure 1 - Retail operating costs have risen 10.8% from 2014-2018
Consequently, this has led to a loss of over 7,000 stores up to 2018, increasing vacancy rates across high streets and retail parks, and a rise in Company Voluntary Arrangements (CVAs) in a bid for retailers to remain relevant.
The rise of online spending
As mentioned previously, macroeconomic factors, technology, the retail experience economy and increasing store operating costs are certainly key factors that shape retail property. However, shifts in consumer shopping habits are also critical, especially in these times. The customer journey has evolved considerably, thanks to technology, and this will only exacerbate how the role of the store will evolve in the future and how the rise of online retail will continue to grow – hence, its impact on the composition and characteristics of UK retail property.
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This work was conducted by Retail Economics in partnership with Alvarez & Marsal. It looks at the role of physical retail space in the UK and the various factors that have shaped the direction of retail property in the past - and those for in the future. The research includes a consumer panel survey and focusses on how shopping habits impact stores (present and future) and the likely scenarios that retailers will adopt in order to cope with the structural changes occurring.
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