High Street Reborn
Blog 7: The return of the customer experience
The High Street reborn.
Word is that the ‘High Street’ is dead.
Globalisation has seen the same brands and products spread throughout the world causing every high street (and for that matter shopping centre) to look the same …. killing individuality.
Combine the intoxicating drug cocktail of mass consumerism mixed with the hedonism of the selfy – society, retailers producing ‘fashion goods’ for the moment and the ‘I want it all …. I want it now mentality’ and for sure we have seen the high street dumbed down to the lowest common denominator of the ‘all for a pound’ experience.
With prices and associated quality at rock bottom, the concept of creating a retail ‘experience’ has been consigned to the history books with shoppers no longer ‘customers’, but pawns (consumer addicts if you like) caught up in a vicious cycle of ever degenerating standards.
The whole experience of shopping has become tedious, something that ‘has to be done’ to be ‘seen’ to be up with the latest misguided disposable trends just to be ‘liked’ for an instant on social media.
Drab high street shops are no match for the ease of internet retail which seamlessly blends into the alter ego existence of today’s youth.
There is no doubt that today’s high street is broken, but perhaps instead of discarding the high street we could take a leaf out of an ancient practice related to the Japanese philosophy of wabi-sabi , which calls for seeing beauty in the flawed, or imperfect. Rather than simply expressing regret and turning our backs, consider regret as a spur to action, a desire not to waste, but to accept change and to find a way of turning what is broken into something even more beautiful.
The art of Kintsukuroi ( which means “golden repair”) that flows from this is the act of fixing broken pottery with a special lacquer dusted with powdered gold, silver, or platinum which gives the broken piece a unique appearance and the love poured into the mending makes the restored object even more desireable.
Such attention and love is what the High Street needs to be properly repaired.
Every High street around the world needs to rediscover its uniqueness. The retail experience needs to engage its audience, pulling it back from obscurity verging on obselecence.
The path to such repair is paved with original crafts, art, the interconnectivity between the virtual and the real and the value of the individual.
Mended in this way it will be more beautiful than ever and each one will regain its uniqueness and individuality creating a customer experience that is treasured and to which people will flock as a place to meet, engage and explore.
Brands which do not value service, quality, engagement, or any sense of wonder at the experience that traditional retail can and should offer, should be forced out of the high street which they have pushed to the brink of failure. They are like weeds that have taken over a garden through their rapid expansion and verocity, overrunning the original flowers and plants and taking away its colour.
Such retail brands should reserve their products for the internet where they belong.
This will clear the way for the new shoots of a high street dedicated to customer experience unique quality products, entertainment and social interaction. It will also enable local retailers, arts and crafts to resurface bringing back a local and unique feel to high streets in different parts of the country and between countries.
In this way, what is broken will be mended and more valuable that ever.
© Matthew c. Warner Text and image 05.05.19 All rights reserved.









