As the uses of high technology Smartphone and tablet devices have increased, a new battle has started between traditional shopping trends and cyber warehousing to obtain customer’s attention and likewise, capture a larger market share (Iqbal, 2011).High Street sales volume surprisingly decreased in the end of December 2013 as consumers were observed to prefer modern day shopping malls to the small High Street shops for their Christmas shopping. It was witnessed according to a survey that non-food sales dropped 4.1% in Britain’s High Street along with a 5.9% fall in fashion buying, while on the other hand online shopping jumped 25%, which further proves the fact (Farrell, 2013). Hence, it can be argued that in Britain, the high street shops have been facing serious problems in coping with the changes observed in consumers’ needs as per the 21st century marketing trend. For example, consumers today prefer shopping through e-commerce facilities, which not only gives them the advantage of cost effective and time efficient shopping experience but also suffices their need through a variety of options, irrespective of geographic and economic barriers. It is in this context that High Street shops are witnessed to lack their competencies and hence, have to face a steep decline in their sales volume (Veash, 2014).With the rise in the contemporary shopping trends, it was further observed that customers were facing problems in obtaining adequate information about the comparative features of the products/services they wish to purchase. At often instances, such information were unavailable from the small shop keepers in the High Streets, which further led to customer inconveniences when they felt the need to compare their chosen product(s) with a better option. This particular aspect can also be stated as a major advantage gained by contemporary shopping malls to High Street shopkeepers. Sorting products as per the customers’ preferences and needs in a time efficient manner has been further contributing to the declining demand for High Street shops. Illustratively, as was observed, most of time customers had to face considerable limitations when purchasing garment products due to the lack of proper arrangements in the small shops of the High Street. Price tags were also found to be misplaced, which further hindered the customer conveniences in the High Street markets. Lack of hospitality may also be termed as another key reason for the change in
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Veash, P., 2014. High Street Banks must play Digital Catch Up. The Wall. [Online] Available at: http://wallblog.co.uk/2014/01/21/high-street-banks-must-play-digital-catch-up [Accessed March 25, 2014].
Wixcey, N., 2013. Executive Summary. The Deloitte Consumer Review Reinventing the Role of the High Street. [Online] Available at: http://www.deloitte.com/assets/Dcom-UnitedKingdom/Local%20Assets/Documents/Industries/Consumer%20Business/uk-cb-consumer-review-edition-6.pdf [Accessed March 25, 2014].
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