The future’s bright for UK high streets as physical retailers have big opportunity to create personal experiences

While some industry observers might think the future’s bleak for the UK high street, there’s actually a huge opportunity for retail stores to claim a new place in consumers' lives.

So says Asif Aziz, Retail Director at EE, which this week opened its latest Experience store, in Westfield Stratford City.

In a LinkedIn post, Aziz said: “There’s no doubt that the way we use the high street has changed in recent years. The global pandemic, confidence in the economy, and the cost-of-living crisis have all taken their toll.”

“On top of that, there’s more consumer choice than ever and convenience is a dominating factor. Why go to your local shop when Deliveroo can have groceries at your door in 20 minutes?”

“But despite all this, people are slowly coming back to the high street. And they’re coming back for a reason. They want to interact, to learn, to be inspired, and they want to do that with someone they trust.”

There are ways for brands to digitally deliver expertise, and with advances in AI, it can get even better, he added.

But it’s still more difficult than doing it in person. In stores, retailers can talk to customers directly about their needs, their households, their budgets. Then, connect them with the products and services that will genuinely make their everyday lives better.

Aziz said: “At the end of the day, we’re all human beings who want to be with other human beings. To have an emotional connection with them and make things better in their lives.”

“That’s what motivates people to keep coming into stores. And that’s what motivates us at EE to create a personal experience when they’re here.”

However, stores can’t operate on their own. To truly create the experience retailers want for customers, they need to work with, not separate from, digital channels and call centres.

Stores need to be part of an ecosystem that gives customers the connection, advice, solutions, and service they want, in whichever way they interact with the brand.

Aziz commented: “I see our retail stores as one part of an omnichannel experience, where shops act as a showroom for everything EE can offer.”

“I see them as spaces where customers can talk to our Guides, experience the technology that’s out there, be shown how things work and encouraged to imagine the difference it might make in their homes and lives.”

“Beyond that, it genuinely doesn’t matter how customers buy their tech. As retailers, we need to value more than what goes through the tills.”

“Instead, we should be focusing on the lifetime value of our customers where retail plays its part in experience, brand presence and customer acquisition for the total business.”

EE is aiming to be the most personal, customer focused brand on the high street.

To do that, it wants its stores to be showcases and its Guides to be the experts that can create personal tech solutions to enhance people’s everyday lives.

“But everyone’s lives are different. And what people generally need in one part of the UK is different to what they need in another. So, part of achieving our purpose is ensuring our stores have the right products, services, and expertise to suit the community it’s in. While also playing an active part in that community.”

“The Community Champions in our Experience Stores are charged with that important goal. They go out, talking to local communities, connecting with charities and bringing people into our stores to teach them skills and get them acquainted with tech.”

“Not with the objective of selling more products, but to ensure no one gets left behind in an increasingly digital world.”

Aziz concluded: “I’m not denying there are challenges for those of us operating on the UK high street. But there are positive signs and at EE I am optimistic.”

“We’re becoming a retailer who sells technology with purpose, care and personal support. It can’t happen overnight and it’s going to take investment.”

“But if we do that, if we begin to emotionally connect with customers through our retail spaces, we can entice them back to the high street.”

2023 RTIH INNOVATION AWARDS

EE emerged victorious at the 2023 RTIH Innovation Awards, picking up the Editor’s Choice gong for its investment in its physical stores.

Our 2023 winners were revealed at a fantastic awards ceremony, which took place at the Barbican Centre in central London.

The event was held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.

Check out the full winners list here.

2024 RTIH INNOVATION AWARDS

The sixth edition of the RTIH Innovation Awards is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

This year, we’re bringing you three new categories: AI Innovation, Sustainable Retail Innovation, and Inclusive Technology Innovation.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.