What do shoppers really want?
Erin Barrett, co-founder and CXO of multi award-winning social media listening platform Maybe*, talks us through recent research that discovered what shoppers want from the high street.
Like any large business, evidence-based decision making is essential for towns and cities and the future of their high streets is no exception in that essential planning.
Finding an investment balance between increasing local footfall, attracting new visitors, drawing families into town, engaging with young people, launching events, supporting independent shops and attracting relevant chain shops is near impossible task. This is made even more challenging by the lack of feedback from local constituents and visitors.
However, by reaching out on social media, namely a Facebook messenger chatbot, in just over 48 hours, we had gathered 24,000 relevant points of evidence that offered opinions to give Business Improvement Districts (BIDs) the information they need to invest in evidence-based high street planning.
This data was compiled nationally and then broken down for each city or town, allowing a benchmarking of responses otherwise unavailable.
The response numbers were as follows:
Cheltenham: 4,788
Lichfield: 3,971
Gloucester: 3,325
Chesterfield: 2,736
Stroud: 893
Penzance: 760
Tetbury: 437
Cirencester: 361
Chipping Campden: 114
Other: 6,479
This survey was undertaken by Maybe* because we wanted to show local MPs, town councillors and planners how easy it can be to really listen to, learn from, and react to the digital conversations happening around them and understand what people are looking for.
For this recent survey, the chatbot asked a series of questions relating to what people love about their high street, where they would like to see improvement, what would make them more engaged in their community, what each location could do to support young people, and more.
The insights for each town were built into the Maybe* platform, allowing each town or city to share the results as they develop, encouraging further discussions online.
Asking consumers directly how they would improve their local high streets, highlighted a need for better or more diverse shops (35%), followed closely by a requirement for increasing the quality, price, and availability of parking (21%).
The results also looked to shoppers of the future and when asked what they would suggest for activities to engage youth, the recommendations were clear:
- 22% said affordable shops
- 19% said more trendy shops
- 14% said more youth-focused activities
- 10% said to focus on nighttime activities for teens
- And 9% said to offer more creative spaces…
A closer look at some of the Maybe* survey results:
Best part of the High Street?
Results showed that both towns (purple) and cities (blue) are in agreement that a variety of shops is what makes the high street buzz. Independent shops are more appreciated in towns as well as its high street's aesthetics. The city, however, made more of landmarks and great places to eat.
What's missing from the high street?
Overwhelmingly, all results came back from the towns and cities to say that what was missing was activities for younger people, those aged between 16 - 24. This was followed by family activities and a community hub so the outcome was that the high street is as important for events as shopping.
What is important on the High Street?
A variety of shops, such as a mix of both independent and chain in different sectors, was by far the most important feature of the high street, this was followed by great places to eat and a sense of community.
How do we make High Streets better?
The survey results showed that people wanted better shops, in so much as a better variety if the high street is to remain exciting and sales-wise it is able to continue to compete with the internet. As ever, more parking for shoppers featured high on the list followed by wanting more events but only 11% thought it important for shops to be open later.
Fave thing to do when out?
Over 50% of the results showed that the reason for a trip to the high street was to go into shops, this included to buy items and also to 'poke around'. This feedback emphasises that it's important for retailers to engage with potential customers by highlighting any special offers or forthcoming events so that they ensure they come back at a later date (ie all important payday!)