How Technology is Reshaping Surrey's High Street Shopping
Surrey is home to a number of fantastic high streets harbouring both household names and quaint independent shops.
From John Lewis in Kingston and Anthropologie in Guildford, to independent jewellers like Robert’s Fine Jewellery on Red Hill High Street, there’s an eclectic mix of big and small for all to enjoy.
Despite this, Surrey’s high streets, like thousands of other UK high streets, have had to overcome several challenges to survive.
Effects like rising business rates, inflation, drops in pay, COVID-19 and of course, the rise of online shopping have forced high streets to adapt.
Today, most if not all of Surrey’s high street shops have welcomed digital technologies into their business models to overcome these challenges. COVID-19, for example, forced the hands of local businesses to open online shops to adapt and continue running. Similarly, most stores now utilise technology to help make the shopper’s journey faster and more enjoyable.
Let’s have a look at how Surrey’s high streets are approaching this new wave of technology and what it means for the future of high street shopping.
The Rise of E-Commerce and Online Presence
The rise of e-commerce has proven to be a double-edged sword for local businesses, offering both challenges and opportunities.
One of the notable benefits is the ability for traditional high street retailers to expand their reach beyond physical boundaries. Small boutiques and speciality stores in Surrey like Mawgans can now tap into a broader customer base through online platforms, allowing them to thrive in the digital era.
Consumer shopping behaviours have experienced a profound shift too, mainly due to the convenience and variety offered by online shopping. Shoppers can explore a vast array of products at the click of a button, compare prices and read reviews before making a purchase.
This has prompted traditional shops to establish an online presence to help them adapt and stay competitive. For instance, Morgan’s butchers is now online and offers ‘how to videos’ as well as updates and information on their range of meats.
The website preserves its charm while reaching a bigger audience.
Most of Surrey's high street businesses have invested in user-friendly websites and apps to provide a seamless transition between in-person and online shopping experiences.
Stores Are Leaning Towards an Omnichannel Approach
While there’s been some negative talk about the high street’s struggle to exist in a progressively AI and tech-driven world, if Amazon is investing in brick-and-mortar shops, it spells good news for the high street.
It’s no longer about the high street vs. online shopping, it’s about how both can work together to create the best experience for the customer. About 1 in 2 shoppers believe that seamless payments, both in-store and online, should be a retailer’s top priority.
Areas like IT and customer services should be working in tandem to allow customers to choose whether they want to buy something online, pick it up from the physical store or have it delivered to a designated drop-off point.
The key is to embrace an omnichannel approach that integrates tech into high street stores. Technology like interactive displays and contactless payment systems like card readers for small businesses make the shopper’s journey easier and more accessible.
Due to customers moving between offline and online stores, businesses need to ensure both channels are up to scratch to ensure a seamless and cohesive customer experience.
Tech is Enhancing the Shoppers’ Experience
By leveraging innovative technologies, retailers are transforming traditional shopping spaces into interactive hubs that delight and engage shoppers. A recent study from Klarna showed that 80% of UK shoppers believe that retailers must continuously invest in new technologies to meet evolving consumer demands. This is more than in any other country.
Tech like hand-held devices allow retail staff to quickly check if an item a customer wants is in stock, without having to physically check the stock room. Not only does this save time, but if there’s no stock, they can instantly tell the customer when the next delivery will be, or where to order it online.
VR is also making itself known in household stores, such as John Lewis’ ‘Virtual Sofa’ app. Shoppers in Surrey can access Virtual Sofa to see how John Lewis’ sofas would look and fit into their homes simply by downloading the app.
This technology gives customers the opportunity to ‘try before they buy’, allowing them to make an informed decision before purchasing.
By integrating technology seamlessly into the shopping journey, retailers are ensuring that every visit is seamless and enjoyable. These advancements not only cater to the tech-savvy younger generation but also offer a fresh and convenient perspective for all shoppers.
Tech Has Made Things Easier Behind the Scenes
Not only does technology play a big role in keeping customers happy in-store, but a lot goes on behind the scenes that keeps the logistics side of things running smoothly.
For example, new technology helps businesses of all sizes save money on rental space, manages stock faster and easier, and updates orders based on customers’ demands.
This is particularly important when seasonal peaks and trends come along. Stores need to ensure they have the right amount (or even too much) of stock to cater to the demands of customers at peak buying times.
This is already being made easier through AI-dominated warehouses. Giants like Amazon use machines that can identify and pack thousands of items with precise accuracy.
In theory, this means that warehouse jobs will change from monotonous packing and labelling to technology maintenance and monitoring. Not only should this offer higher job satisfaction rates but also a safer working environment.
Going forward, tech that is designed to help organise and manage stock will continue to play a crucial part in making store owner’s lives easier while providing a consistently positive buying experience to customers.
The Future of Surrey’s High Streets
Surrey's high streets should reap the benefits, with a new JD opening in Epsom this year and more shops embracing technological integration.
Going forward, Surrey’s high streets will likely jump on board with several technological trends poised to reshape the shopping experience, harmonising convenience, personalisation, and sustainability. Additionally, the UK government and larger corporations like Amazon understand the importance of keeping the high street alive.
For high streets to flourish, tech must be embraced. The absence of it will only harm the customers’ shopping experiences and stunt the growth and efficiency of high street businesses.
It’s an exciting time for Surrey and its high streets, and we can’t wait to experience this new era of the high street.
