The recent Record Store Day (that promotes independent record stores with in store gigs, exclusive releases and so forth) is becoming a common theme on the high street as different sectors of retail come together to promote their ‘cause’ and services to consumers. These well intended events are a short term shot in the arm to retailers, but just how effective are they at changing consumer shopping behaviour and patterns?
How can such days affect the sea change in shopping behaviour? In truth there is little they can do, more and more transactions will be done online simply because it is more convenient, and record stores are now fighting iTunes and Apple. But, for these days to have a longer lasting legacy for the retailers they need to tie the consumers through a multi-channel approach. The retailer should be able to recognise customers online, in-store and offer “click and collect” or reserve and collect, making the shopping experience seamless and hassle free.
With the upcoming Independent Retailer Month, in July, there is a focus on changing behaviour patterns and getting consumers to shop local and support their high street. Again, for this to have a longer lasting legacy indies need to offer retailers a multi-channel approach that allows them to shop at their convenience, whether it be in-store or online.
Such events are laudable and focus attention on a high street that is still in a state of flux, but by adopting a multi-channel approach retailers can look to create a legacy and a healthier future by giving consumers what they want, convenience and the ability to shop on their doorsteps.
