Technology is the key to high street success

Matt Gregg, Traka Business Development Manager – Retail, looks at the significance of the 2022 golden quarter on the retail high street stores.  He suggests those understanding the current influences on shopping behaviour and proactively implementing the necessary changes will triumph in navigating the ongoing issues more effectively.

“We’re massive fans of bricks and mortar.  We believe in stores and we believe in the high street.”  Primark’s Chief Executive Paul Marchant explained in a rare broadcast interview in November on the decision to launch a click and collect service, hoping it would not only give customers the chance to shop online and pick up in-store, but also drive more customers to its shops. Paul continued: “Our approach to online is all about supporting and complementing our stores, which will always be at the heart of our business.”  Coming in the final quarter of 2022, the Golden Quarter, on launch Primark’s website crashed after going live as it faced bigger than expected demand.  It demonstrates how the international hero of the high street, still focusses its efforts on its stores.  Karl Rodgers Primark UK Retail Director added: “We love our stores, and we believe that Click + Collect will help to bring more people to the high streets and shopping centres in which they’re located, benefiting everyone in the community.”  

This replicates the findings of Ordnance Survey data on the changing face of the British High Street which recorded a shift to services such as click and collect, health and beauty,  and social activities in addition to shopping .

Changes to Britain’s high streets after two years of COVID Lockdowns and trading restrictions showcases the success of local retailers that have been weathering the choppy economy and appear poised to come out on top. Even set against ongoing industry disruption, financial anxiety and elevated uncertainty. High street stores that have celebrated success have seen the shift to more than’ just shopping.  It’s about the experience of going to the shops and having a cup of coffee as well, popping into various different places.  It’s is important that we celebrate and do something about the vitality of our town centres and high streets.”

Having a clear understanding of what the customers want is also key.  As the holiday shopping trends report established, 2022 was not all about Black Friday, or Cyber Monday, but instead  “it has never been more important for retailers to understand the reprioritisations at play, and how each of their target audience groups will be impacted.1”

The need to see how market characteristics play an influencing role in shaping changes in behaviour is clear.  Presenting the solutions available to show customers have been listened to is core to the sector hike in advertising spend, which was reported to be record-breaking in the final quarter of 2022.

Messages include quick delivery akin to Amazon Prime, personalised customer journeys alongside responding to the increase in the ‘belief-driven buyers’ and demands for solid environmental, social and governance (ESG) principles.  Underlying all of this, against the increased cost of living is the true importance of price and value, which will quickly become key drivers of consumers changing their shopping habits.  Cont/d…

To ensure the seamless self-running operation of the retail sector, equipment and key management, such as Traka provide, are essential.  Where customer services can respond to personalised queries quickly and efficiently, with the right asset management technology at hand and information on any product or service or supply chain, at any given time. 

As a high street favourite explained: “We need our customer-facing teams to be equipped with fast working intelligent technology. Traka excelled at providing a solution that allows us to not only store dedicated devices securely but also integrates into our daily operational systems. We can track where each device is and provide staff with peace of mind that every device is fully charged and up to date with our latest exclusive offers.”

Behind the scenes, alongside well-documented supply chain challenges, retailers are looking at more effective ways to continue the momentum and expectations of fast delivery, with almost half of Brits thinking same-day delivery is important.  

Returning to Primark’s experience, supply chain operations are well aware that products “fly off the shelves and rails, so we need to get our products from suppliers to stores as quickly and as safely as possible.” An issue now excelled with the launch of click and collect, offering a two-day delivery service.

Primark itself has invested in Traka’s intelligent management solutions to create maximum efficiency, effective turnaround times and safety across its warehouse and distribution centres.  

With a fully automated asset management solution in place, Traka’s PDA and printer lockers have supported many retailers within the UK to enhance the lifetime of shared devices whilst encouraging staff accountability. 

A global retailer mentioned, “stolen, lost and damaged devices were costing us nearly £2m a year and Traka’s locker systems have completely minimised these costs and improved operational processes. A key example of how the implementation of intelligent management solutions can help retailers save time and money, which is becoming an important investment for many retail chains. 

Overall, it is the retailers who are most responsive to change that will not only survive, but thrive in the current climate.  Set against a myriad of pressures, now is the time for retailers on our high street to revisit their understanding of the high street demands together with consumers and the new market conditions faced. 

Each relies on a seamless experience between online and in-store shopping. For the retailer, aspects such as the implementation of technology and intelligent management solutions can optimise the supply chain and increase efficiency, leading to increased turnaround times.

In summary, consumers still crave great customer experience above all else, and it is still often in-store.  This means great service is provided in a hassle-free, efficient, consistent, and memorable manner.  

At a time when every purchase is likely to be scrutinised more than ever, it is small measures that will make a difference, such as availability, delivery or sustainability factors.  All of which can be positively influenced by adopting technology and our high street stores continuing to innovate not only for the golden quarter but into the year to come.

Traka is committed to continuously investing in the development of our technology to provide innovative, secure and effective solutions to the challenges that retailers face in managing their keys and equipment. Traka solutions are tailored to customer needs and requirements, providing the most value and impact on their business. Its retail systems can reduce security risks and offer time savings for employees, improving productivity by ensuring important equipment is in place, ready to use and quick to access.