Belonging to Your Place

The health of our town centres has been the barometer for our economy as well as how society uses and engages with them.  Retail analysts, reviewers, task forces and research institutions have placed our town centres under the microscope in recent years with Portas, Grimsey, Timpson and other ex-retailers commenting on the state of our High Street. It’s not a one issue or solution approach but a response that needs to meet wider societal and economic needs.

Digital

Online shopping has grown exponentially since 2014 with the value of retail sales in Great Britain growing from £360 billion to £406 billion in 2017, an increase of 12.7%[1]. Internet sales as a proportion of retail sales increased from 10.4% in 2013 to 17.9%. Such sales are likely to peak at 30% by 2025. In 2017 42% of John Lewis’ sales were reportedly online.  This is impacting on those shops that compete with online companies especially in clothing and fashion as well as a growth in food and drink with Just Eat providing a platform for online home deliveries.  Whilst these are impacting on the physical offer, digital cannot compete with those goods and products that are multi-sensory, have a larger purchase value or are based on an experience.  Digital can also navigate people to physical outlets through offers, incentives, tasters and through cross-marketing.   Covid-19 has opened up new users to digital purchases, nudged businesses into adapting their business model as well as providing communities with online forums. These forums that have provided self-help and designed local solutions that will hopefully be around post Covid.  Digital is not going away, it needs to be embraced within local economies that supports businesses to thrive beyond the shop window. [1] Statista

Shopping Habits

Associated with digital take-up, from 2013 to 2017 the Local Data Company data shows that 18% of towns lost 10% or more of their chain retailers. One in four towns saw a rise in chain stores in this period and 4% of these towns saw a growth of 10% or more. The overall trend shows that chain retailers are exiting town centres at their fastest rate, which is due to their rates and rental costs, moving across to digital platforms, store rationalization and leaner business models. 

The last five years has seen the decline of traditional shops selling comparison goods, products that can often more conveniently be bought online such as bulky white goods, electronics, books and increasingly, fashion and footwear.

The 2020 Grimsey Review noted that “the number of and type of shops being occupied in our towns has continued to change and at a greater velocity.  The traditional anchors of many town centres such as banks, clothing shops and pubs have been closing hundreds of outlets and in the case of banks nearly 2,500. Where these shops have been taken over, they are being filled by health and beauty businesses – nail salons, tattoo parlours and barbers – all offering experiences rather than just products.”

The profile of shopping local has been amplified through the pandemic with 5-mile rules and staying local pointing shoppers into their local town.  Research by Shopify in March 2021 found out that shopping local is top of peoples’ minds, with 51% of consumers expected to shop locally more often post-pandemic than they did before. For half of the shoppers surveyed, “shopping local” means proximity – the shop is either within their area or within walking distance. One-third consider “shopping local” when they buy from a small or an independent shop.  These are key changes in behaviour away from shopping centres that independent business owners need to retain and turn into loyal customers in the future.

Social

The role that public realm has on the social appeal of town centre is critical to creating successful and prosperous places.  Public realm and pedestrian space invites people in, draws people through streets and brings them into squares where they feel good in and can experience the character and personality of a town or place.  Such spaces support the mental and physical health of people as they belong to something and feel good in.  The coronavirus pandemic has shown the value of outdoor space especially in town centres where smaller food and drink outlets have had to spill out into town squares and streets, the creation of parklets, so that they can comply with social distancing and also sustain their viability.  Images from 2020 have shown roads becoming streets and people repossessing space when practical and safe to do so.

Well Being

Statistics show that we are living longer with males living to 79 years of age for males and females 83, with people choosing to live near to town centres due to the proximity to amenities and services.  Access to health, social care, shops, basic services and public transport are seen as key determinants with retirement living about lifestyle and accessibility.  Town centres need to find ways of providing a range of in-town living that are close to well-being facilities as well as inter-generational places to meet socially.

Connected

Ensuring town centres are connected with its residents and are also permeable and legible is important so that its users have the confidence to walk and cycle in an appealing and safe environment. 

Active travel networks that have the right quality of infrastructure for day and evening time activities is crucial as well as integration with public transport.  The rise in e-bikes as well as e-freight bikes provides an opportunity to support local supply chains and ensure health and well-being for all.

Neighbourhoods

As retail changes, there is a need to repurpose town centres and with the ever growing demand for housing for single people, retired couples and for more affordable homes, this is a significant opportunity to realise.  The coronavirus pandemic has also shown the benefits of living close to or within a town centre with people’s physical reach more focussed.  Town centre homes help with increasing footfall and increase demand for local shops and services.  This is also linked to town centre enterprise space, where people can easily walk to and from their homes with linked activity to local food and drink and other activities.

Enterprise

The changing workplace has accelerated recently as people work from home, adopting more agile working, not venturing into larger cities and towns.  Productivity is still high although recent research shows the value of flexible, in-town office accommodation that gives variety, provides meeting room space and creates an environment for networking.  Co-working space has been growing within the United Kingdom and has the opportunity to become natural hubs in town centres for tech, digital and creative businesses, entrepreneurs and freelancers.  This eco-system of local businesses needs to be linked into local property strategies, local markets and events and campaigns that underpin a town’s identity.

Greening Towns

Green Infrastructure and biodiversity within town centres helps underpin many of the themes discussed beforehand as they make them more attractive places to visit.  Trees and planting provide shade, shelter and above all, they help in addressing climate change and carbon reduction. They also create spaces for people to feel good in and are attractive to businesses who have ethical and sustainable credentials.

An Experience

Finally, town centres are about an experience.  It’s the sum of the parts making the whole. This is their differential and uniqueness, often not replicated but distinct to their sense of place.  Heritage, the arts, culture, language, play and amenity, sports and recreation and a place’s industry play a role in the story of a place.  As well as the physical canvas, the need to animate streets and spaces through events, festivals and allowing the private sector to possess is key to creating the right experience for all.

To find out more on how we can help your place or town get in touch with us.