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Town centres told to embrace online shopping in order to succeed

 

UK town centres must embrace online shopping if they are to prosper over the next decade, according to a new report.

 

A study by the research group Experian suggests that town centres will need to adapt to changing consumer needs by marketing themselves as online hubs for collecting goods ordered on the internet.

 

The report also calls on retailers to cater for an ageing population and to focus on face-to-face service and opportunities for socialising and leisure activities.

 

James Miller from Experian said High Streets and town centres had ‘a careful balancing act to play.’

 

‘They must fulfil the modern need for convenience and value of those with increasingly limited resources and incomes, but not to the detriment of quality and service sought by older and more affluent consumers,’ he said.

 

‘At the same time they need to embrace technology to enrich the shopping experience by combining online shopping with the often more convenient option of collecting goods in the town centre’.