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customer experience
Shaun Smith
  • By Shaun Smith
  • Apr 23 2013

Does ‘showrooming’ mean the end of retail? Or can customer experience save the high street store…

“It’s not one channel or the other; it’s making sure that you get a richer experience in both” Christopher Bailey – Chief Creative Officer Burberry.

Like Phoenix arising from the ashes, retail brands Jessops and HMV have both returned to the high street albeit in a stripped down, leaner form. Both brands were much loved by their customers and had a reputation for being pretty good at what they did. But this was not enough to sustain sales in the face of the onslaught from online shopping. The fact is there were just not enough consumers willing to visit the stores and those that did were often ‘showrooming’, visiting the store to see the product, get advice and then leaving to purchase it online and get a better deal. So are the new owners of Jessops and HMV simply postponing the inevitable or is there still a role for the retail store?