Technology, Digital and the Changing Face of British High Street Retail

This research explores the impact of digital technology on the British high street retail environment. It examines the challenges faced by traditional retailers in the face of online competition and the role of digital innovation in shaping the future of the high street. The research utilizes both qualitative and quantitative methods to analyze data collected from a survey of 20 respondents. The findings highlight the convenience, cost-effectiveness, and wider product selection offered by online channels, contributing to the decline of traditional high street retail. The research concludes that a unified retail approach, integrating both online and offline channels, is essential for the survival of high street retailers. Recommendations are provided for retailers to adapt to the changing landscape and leverage digital technology to enhance customer experience and drive sales.

Research Project
Technology, Digital and the changing face of the British
high street retail environment.
1

Abstract
This research is based on the overcome of the digital technology in the high street retail market of the UK
which has made a cause to quit the market by regular retailers. It has qualitative and quantitative both
approaches to collect and analyze data appropriately. The research outcomes have defined that digital
innovation and high-speed data is the major cause behind the overtaking of online retail on the offline
market.
2

Acknowledgment
All of the research is conducted under the guidance of the teacher and I am thankful for this to resolve my
issues and queries time by time. All of the friends and college mates have supported me in the
implementation of the research in an appropriate manner.
3

Contents
Abstract............................................................................................................................................2
Acknowledgment.............................................................................................................................3
Section 1: Introduction....................................................................................................................5
Section 2: Literature review.............................................................................................................7
Section 3: Methodology.................................................................................................................11
Section 4: Discussion and evaluation............................................................................................15
Section 5: Conclusion and recommendation.................................................................................23
References......................................................................................................................................25
Appendices....................................................................................................................................27
Appendix 1- Questionnaire........................................................................................................27
4

Section 1: Introduction
Background
Upgraded utilization of versatile innovation has driven on the retail market and impacted to the
organizations to use in the promoting and offering of items in the focused-on advertising. Presently, the
greater part of the supermarkets which are identified with retail advertising currently utilizing these
advanced versatile applications to upgrade their deals by holding clients. Web-based social networking
stages as Facebook is additionally created it for advertising and offering purposes which are likewise
utilized by the retail association to advance their items and deals too. The digital advancement has
become one of the greatest achievements of the UK market as there has been a great change which took in
the marketplace (Fernie, et. al., 2015).
The technology is very important aspect at the present time as the changing market needs have to be
managed in the effective and appropriate manner, therefore the introduction of digital technology is
playing a vital role. Advancement in the technology has an influence on the street retail to hold its reality
in the market. It is basic for the organizations which are working in the retail market to have their own
retail outlets to hold this culture later on also. Street retail outlets are a fascination for guests which have
helped the organizations to offer out their items so it is fundamental to hold these business sectors later on
also. Utilization of online services are consistently increasing in the buying and offers of the items in the
market has motivated to the retail association to be found on online deals channel just because of its lower
operational cost (Wrigley and Lambiri, 2014).
Aims and objectives
Aim
The prime motives on which the research will be concerning are the challenges and issues which is been
faced by the British street retailing companies in the UK with the digitalization in the market.
Objectives
 To examine the role of digital technology in the UK retail market at the present time.
 To determine the challenges faced by British street retailers.
 To understand the positive and negative impact of digital technology in UK market.
 To evaluate the future concerns which street retailers need to understand.
5

The significance of the study (About the project)
The subjective project is very necessary as with the help of this the understanding about the digitalization
which has been taken place in the UK market. The recent changes in the street retail originations are very
important to understand as the introduction of the digital technology has been entirely changed the
operations and has increased the challenges for them. The learner and the reader here will understand
about the fact that the street retails in British is facing “n” number of the problem to carry out its
operations and activities as with the changing technological aspect in the market. The study is required to
be done as because it is helping in understanding the latest and emerging technology and its significance
to all the retail companies in the nation. With the help of this, the street retailers can also be able to
manage and handle the facing challenges. Therefore, it can be analysed and determined that the people of
the society are to getting more indulged in the changing trends of the market. The study is having several
sections which will be aiding the learner to enhance and develop their conceptual skills and traits. With
the help of this, they can be able to perform more effectively and they can develop their personal and
professional skills (Wrigley and Lambiri, 2015). This study will also help the street retailers to make
appropriate strategies and can get into online retailing which will be aiding them to perform well in the
competitive market scenario.
Reason for selecting the topic
At the present time, there is a great need of technology is playing an essential and vital role which will be
aiding in gathering several informative data and information which is very necessary at the present time.
The major reason for the choosing this topic is to create awareness about the need and significance of
digital technology which is very important to be considered. The street retailers have to get to develop
new and effective strategies to meet the market needs and changes. Therefore, it is very necessary for the
researchers to initiate, that is the main reason for choosing this particular topic to carry out the work and
the research in the smooth and effective way.
6

Section 2: Literature review
According to Digital high street advisory board (2015), Britain has developed its infrastructure in which
different telecommunications companies are providing high-speed data transfer services to its targeted
market. Itis the reason behind enhancement and dependability of the digital technology in the UK. This
whole report is based on the development of infrastructure of connectivity in the whole UK which has
helped in the economic growth as well. This report is relevant to the research topic due to its dependency
and relevance to the digital technology and networking which the key factor of the research topic. High
data transformation and connectivity has provided medium to communicate faster. High-speed data is the
basic need of the application which is used in the digital sales and marketing. It is found by the report that
high-speed data UK government is ambitious to provide high-speed data from the year of 2010 which is
significant in the economic growth of the country so they have developed a fixed line and mobile
broadband infrastructure (Wrigley and Lambiri, 2014). All of these changes in the networking and
connectivity in the UK has led in the development and improvement in the digital technology, marketing
and sales which has negatively affected ion the high street market and culture of the UK.
Figure 1: High street attraction
Source: Digital high street advisory board (2015).
Dean and Harrington (2014), has implemented a research on the changing face4 of the retail in the
context of Europe. This research has contained a proper section on the topic of technology in which
innovative change in the technology has been defined by the authors. It has defined the use of Radio
Frequency Identification Technology use by Zara in their outlets to provide code to its garments. In the
series of regular changes, the organisation has led to use more innovative change in the business to
enhance possibilities to gain more profits and revenues. Augmented reality is another innovation which is
developed and used by different organisations in their retail outlets to provide a 3D review of wearing
7

clothes, boots and eyeglasses. Now this augmented reality is used and provided by the organisation on the
website which has helped them to introduce their products effectively to customers (Dennis, et. al. 2012).
Mobile technology is also explained by the authors in their research which is the contemporary trend and
reasons behind the decline the interest of the organisation to use Brick and mortar concept to sell their
products in the targeted market. Enhanced use of mobile technology has led on the retail market and
influenced to the companies to use in the marketing and selling of products in the targeted market. Tesco
has developed its e-stores in the year 2013 which has provided a great relief to its targeted market to go
for its retail outlets located in markets. Now, most of the grocery stores which are related to retail market
are now using these digital mobile applications to enhance their sales by retaining customers (Kasriel-
Alexander, 2016). Social media platforms as Facebook is also developed it for marketing and selling
purposes which are also used by the retail organisation to promote their products and sales as well.
Figure 2: Change in retail sales and volume in UK
Source: to Wrigley and Lambiri (2015)
According to Wrigley and Lambiri (2015), the financial crisis of 2008 has developed significant effect on
the retail organisation and compelled them to make changes in the trading style. Most of the retail
organisation are having own stores in the high street of the UK which puts a financial pressure on them as
well. It has a high investment to have an outlet in the UK high streets and also enhances the operational
cost of the company which is significant to maintain by the company. Financial crisis has put huge
negative effect on the organisations and some of the retail companies have left to continue their retail
stores as Jane Norman, C&A, Principles, Zavvi, MFI, Woolworths etc. are the companies which has shut
down their retail outlets from the high street market of the UK in the duration of financial crisis. Financial
8

crisis and innovations have led the organisation to make changes and adopt a new way to sell their
products in the targeted market (Wrigley, et. al. 2015). It is analysed that digital technological innovation
in the sales and marketing has less operational cost as compare to the brick and mortar concept.
Barrett (2015), advancement in the information and communication technology has produced challenge in
front of the retail markets. It has led to making changes in the retail marketing and selling of the products
which are essential. This is a report produced by the Mayor of the London in the year of 2015 till to this
time many organisations has forwarded to use digital marketing and sales channels. Enhanced use of
smartphones and tablets has effected on the retail organisation to develop their own websites and
applications by which they can manage their business activities in the targeted market ( Wrigley and
Lambiri, 2015). Enhancement of digital technology has created a negative effect on the retail high street
market of the UK.
According to England (2013), the high street retail market in the UK has a huge significance in the
context of the history and culture. It is essential to protect this market for an upcoming generation. The
report which is developed by English Heritage London has provided different aspects which are affecting
negatively on the retail high street business. Technological development has made challenges for the
retail high street market to retain its existence in the market. It is essential for the companies which are
working in the retail market to have their own retail outlets to retain this culture in the future as well.
High streets retail outlets are an attraction for visitors which have helped the companies to sell out their
products so it is essential to retain these markets in the future as well. This research has focused on the
significance of the history and culture in the UK and retains it in the future (Turner and Gardner, 2014).
Brick and mortar concept help to enhance endorsement of the retail organisations in the properties which
can help them to get financial support in negative market situations. It is the highest capital value market
of Europe which contains almost Pound 227 Billion in the UK.
According to Hall (2017), high streets of the UK are always in the trends of the UK people for purchasing
purposes. This report is highly relevant to this research paper it is providing a glimpse of the high street
culture of the UK which is significant to have to develop a research in an appropriate manner. It is
analysed by the report that high streets are always in the central attraction of the businessman and retail
companies to sell out their products. Different retail markets are developed in the history of the UK for
retail selling and purchasing of products. It is a most common public asset which is used in the sales and
purchasing purposes in the UK. It is also significant due to its potential to provide employment to the
localities in the different job roles as per the requirements (Fletcher, et. al. 2016). Change in the customer
behaviours is also is the major factor which has led the retail organisation to make changes in the business
9

and trading style. Online retail business has affected hugely on the retail brick and mortar concept which
is explained in the report. The increase in online sales has created a compulsionfor the retail organisation
to establish their own retail online platform to sell out their products in the targeted market. Most of the
retail organisation which has their retail outlets on the high streets of the UK is using unified retail which
has helped them to entertain both types of consumers market online and offline (Fernie and Sparks,
2014). It has developed a trend to have a presence in both online and offline channel which has provided
many opportunities to the retail companies to gain profits and revenues. But increased use of online
platforms in the purchasing and sales of the products in the market has inspired to the retail organisation
to be based on online sales channel only due to its lower operational cost (Wrigley and Brookes, 2014).
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Section 3: Methodology
The methodology that is being utilized to lead the best possible research alludes to the examination of the
whole market with a portion of the predefined and required points and destinations. There are two
principle ventures in the entire methodology of the examination that can be characterized as the procedure
of information accumulation and also an investigation of the assembled information. This procedure of
information gathering and examination bolsters in making a substantial inference and furthermore makes
the improvement of a comprehension concerning the chose theme. This backing in portraying that the
nature of the assembled information will make an immediate impact on the results of the examination
technique and with a specific end goal to draw critical outcome, there is a necessity of the proper
strategies for the information gathering.
Inductive-deductive methodologies
The research methods are the techniques and ways which are aiding the investigators to carry out the
study in more ethical and practical way. The approach of the exploration is one of the critical viewpoints
that must occur in the study. With its best possible use, the information social event should be possible in
a required and wanted way. This thing is critical for the specialists. Two sorts of methodologies are being
utilized as a part of the investigation i.e. deductive and inductive approach.
The Inductive approach is the kind of strategy where the beginning of the data is done from the wide idea
of the chosen angle which will prompt précised and particular idea. This will bolster specialists to get data
and in addition information in a deliberate frame. This sort of approach is advantageous for a look into
similarly as with its help, subject's principle center esteem is accomplished in all around oversaw and the
legitimate way (Yom, 2015).
The Deductive approach is considered as one of the strategic methods that consider the idea of the opted
thing which is beginning from the idea which is exact and later goes to the chose concentrate's wide
perspective. It is additionally one of the important methodologies and must be considered. The substantial
impact of this approach is there on the undertaking.
In this investigation, there is the utilization of the deductive approach with the goal that the gathering of
the information is done in a wide way and furthermore comprehended in required and viable way. It is
helpful and steady for the examinations to accomplish openness and dependability (Tracy, 2012).
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Different methods
Data analysis
The qualitative technique is the sort of information which is accumulated and has been deciphered by
making utilization of discernments and topics. The gathering of data is done and is being confined
specifically. It is offering backing to the examiners to lead ponder in an orderly way. This sort of strategy
is supporting the examination to accomplish legitimate investigation as the best possible organization of
work is there and through this examiner will make conveyance of the comprehension of the information
and data in a fitting way. It is imperative and fundamental for the exploration as the arrangements of the
subjects depend on the theme choice (Silverman, 2018).
The examination is based on a quantitative way is considered as another strategy being used by the
scientists; here the information investigation is finished with the usage of the numeric devices. The
connection, mean, mode, relapse and middle are considered as a few devices that scientists make
utilization of to make an investigation of data and information which is gathered with the help of auxiliary
assets. This sort of thing is having complex nature as different things are there that must be worried amid
the investigation.
In this administration venture, utilization of qualitative information is there likewise with its help,
information can be gotten in required and proper way. The age of topics is there and according to the
subjects, elucidation of information is being finished (Bazeley and Jackson, 2013).
Research philosophy
The research philosophy of the examination is being considered as the primary angle which is being
thought about by the scientists during the time spent examination. The examination will then get support
and help from information which gathered by analysts with the help of theory. Two sorts of philosophy
are present which can be used by the examiners resemble positivism and interpretivism (Hughes and
Sharrock, 2016). The positivism is the kind of rationality that is used when there is the use of the logical
way to deal with the examination. The interpretivism is the sort of approach where the general public's
observation is being mulled over with respect to the subjective point. In this, the interpretivism reasoning
is been used with the goal that the management of the examination is done in a wanted and required way.
Research design
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The outline of the examination is characterized as the arrangement through which the entire investigation
can be performed. Diverse sorts of configuration are there like causal, exploratory, distinct and trial.
Every one of these outlines is utilized adequately by the relationship likewise with its help, research will
occur in an orderly and legitimate way (Maxwell, 2012). The unmistakable plan of the examination is
used here as this will bolster specialists to accomplish appropriate and successful outcomes. It is utilized
as a part of the examination as the social event of the data is done appropriate and definite way. The
investigation of the exploration is performed with a specific end goal to gather assets that will bolster in
giving the adequacy of the subject.
Approach
The approach which has been used in this study is the deductive as this is one of the major and most
important elements in the investigation. With the assistive and intelligent use of this approach, the
researchers will be able to meet all the set and required standards and objectives of the selected topic. The
approach which is used is very appropriate as this study is basically concerning the précised aspect at the
beginning and later it will be leading to the wide part of the subjective aspect (Punch, 2013).
The detail information and data can only be obtained by this approach as with its aid the researchers could
be able to meet and reach the set plans and standards. The concept will get clear in more effective and in
the appropriate way. The approach is not changed it is same as of the proposal. This s one of the best
approaches as with its assistance smooth functioning can be able to get attained in the proper and
effective manner. The changed is needed when there is a problem in gathering and carrying out the
research but, this is an appropriate method which can be able to manage the information and required data
(Hitchcock, 2012).
Data collection
There are various types of research strategies that are being utilized by the analysts in the venture, except
if and until the point when the information will not be assembled, there will be no utilization of the entire
research, in this way it is critical for the agents to gather wanted as pertinent information according to the
necessity of the task. Two structures are there for the accumulation of the information, essential; where
direct information is gathered through overviews, polls and auxiliary where the accumulation of the
information is done from officially accessible sources.
Primary data gathering is the kind of information where examiners are required to do diligent work and
numerous endeavors with the goal that the accomplishment of data and information should be possible
13

mistaken and solid way (Palinkas, et. al., 2015). The accumulation of legitimate information is done
wrong way. The information which is gathered with the help of this technique is extremely steady in
satisfying wanted goals and points. With the successful and also the correct utilization of the technique,
the organization's solid and exact data is retrieved.
The secondary information is extremely valuable and in addition compelling. With the powerful and in
addition legitimate usage of the strategy, different required and significant data is acquired in an
appropriate way. The gathering of the information is being done in a way that the expressed inquiries of
the examination can be accomplished in a huge way. With the help of this information, data and musings
of other individuals are acquired concerning the comparative subjective angles
In this investigation, both the methods primary as well as secondary have been utilized to frame a
substantial conclusion and results. With the help of these techniques, the organizations of the work by
analysts are done in a wanted and required way. The questionnaire is one of the best primary data
collection methods which is been used by the researchers in this study (Neuman, 2013).
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Section 4: Discussion and evaluation
It is essential to conduct an appropriate research on the research question for which a questionnaire
survey is developed here in the below which is effective to collect data and information.
Data analysis
Responses are collected on this questionnaire from 20 respondents which provided responses which are
given below:
1. Have you ever purchased any product from the High street retail market of the UK?
a. Yes 18
b. No 2
a. Yes b. No
0
2
4
6
8
10
12
14
16
18
18
2
Series1
Data analysis:This question is based to analyse the review of the people which are involved in the
research. 90% of the total respondents which are involved in this research are having experience of the
high street market in the UK. It is significant to use those people in the research which have taken an
experience of high street retail shopping. It is essential to use most experienced people in the research
which helps to get and collect most relevant and accurate data in the research. Italso helpsto manage
authenticity in the data collection. It helps to reveal the participantswhich are engaged in the research are
equivalent or not for the research.
2. Is it easy and efficient to purchase products from the high street retail market of the UK?
a. Yes 11
b. No 9
15

a. Yes b. No
0
2
4
6
8
10
12 11
9
Series1
Data analysis: This question is focused to collect information and data from the merits and demerits of
the high street retail market of the UK. It has been analysed that similar quantity of people has said it
negative and positive responses. It can be concluded that high streets are efficient for regular users and
non-efficient for irregular users. Roadside traffic is the most inconvenient thing for the customers to reach
out the retail outlet. Another big issue is to identify a location for parking which creates a huge
inconvenience for the customers. All of these factors are not engaged in the online sales due to it has
enhanced its uses in the retail customers. Most of the sectors like grocery, clothing, footwear,
electronicsetc. are mostly using the online sales channel to sell out their products in the targeted market.
3. Do you have any application of a company for online purchasing of products?
a. Yes 17
b. No 3
16

a. Yes b. No
0
2
4
6
8
10
12
14
16
18
17
3
Series1
Data analysis: Each and every organisation which is working in the retail market is having own mobile
application which has negatively affected the high street retail market. 17 out of 20 people are containing
the mobile application of those companies from which they frequently purchasing products. Retailers are
also provided with adiscount to those customers who frequently use and purchase products through a
mobile application. It is beneficial for both customers and companies to manage sales and get attractive
offers on the sales. Organisation success is based on the ability to retain customers which have enhanced
by the use of the mobile application by retailers. It has developed a direct communication medium which
has helped them to communicate new offers, launches and products in the targeted market.
4. Which is more convenient to purchase products and analysis of a product?
a. Online channel 18
b. Offline channel 2
17

a. Online channel b. Offline channel
0
2
4
6
8
10
12
14
16
18
18
2
Series1
Data analysis: Convenience is the most desired thing or factor for the customers in the current market
which has also lead on the changing direction of the retail organisation from offline market to online.
Offline market is inconvenient in a different manner as compared to the online sales. Time is the most
valuable thing for the customers to have and save for their different works which are proven in the
research. Approximate 90% people who have involved in the research have said that online channel is
more convenient to purchase products.
5. What is the possible reason which you consider the decline in the use of high street retail market of
the UK?
a. Online selling portals 2
b. Mobile applications 2
c. Both of the above 16
18

2 2
16
a. Online selling portals
b. Mobile applications
c. Both of the above
Data analysis: It is essential to identify major reasons which have lead behind the declined use of high
street retail market in the UK. Online sales and mobile applications both are significantly worked under
this subject. Amazon, Alibaba etc. are the major online market leaders which are providing all of the
products for customers which has negativelyaffected on the business brick and mortar concept in the UK.
6. What are the basic reasons behind the shutting down of M&S and Woolworths retail outlets from the
high street market?
a. Enhanced use of mobile sales channel 14
b. Higher operational cost 6
a. Enhanced use of mobile
sales channel b. Higher operational cost
0
2
4
6
8
10
12
14
14
6 Series1
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Data Analysis: Big retailers like Woolworths and M&S also have closed their retail outlets from the high
streets of the UK due to enhanced use of the mobile application. Marks and Spencer, and Woolworths
both have the online application form which customers can deal with the company to buy any products
which are the major reason behind to convert their business activities from offline to online.
7. What is the future of high street retail market of the UK?
a. Office and customer service area 15
b. residential area 3
c. Service industry development 2
15
3 2
a. Office and customer
service area
b. residential area
c. Service industry
development
Data analysis: Most of the retail organisations are enhancing their capabilities to deal with the customers
from the online channel which will make a huge change in the high street retail market of the UK. It is
found that most of the retail organisations are developed their retail stores as customer service offices
which to provide support to their targeted customers in their queries. So different companies can develop
their customer supports outlets on the high streets in the future.
8. Do you think that high street retail market has a huge significance in terms of British culture and
tourism?
a. Yes 16
b. No 4
20

a. Yes b. No
0
2
4
6
8
10
12
14
16
Series1
Data analysis: The High street retail market has huge historical values for the British people so it is
essential to conserve it for the future as well. It is also found the research as well in which 80% of people
have said positively about the statement. Most of the businessman and business start-upshaveintroduced
their products in this market in the history of the UK so it is essential to provide care to retail market. It is
also significant in terms of visitor’s attraction during the visit to the UK. Historical architectures and
infrastructure are significant to visit during the visit to the UK.
9. Why online channel is more profitable for customers please select a reason which is given below?
a. Convenient 1
b. Cost-effective 0
c. Time effective 2
d. More products to choose 3
e. All of the above 14
21

1 2
3
14
a. Convenient
b. Cost effective
c. Time effective
d. More products to
choose
e. All of the above
Data analysis: It is essential to identify the main reason behind the enhanced use of the online channel in
the UK. It is analysed that online sales channel are more convenient as compared to offline. Cost and time
effectiveness has led the retail organisation to select the online medium or platforms to sell their products
in the targeted market. Most of the people are tended to get more convenience in the purchasing of
products which has influenced the retail offline market of the UK. It is also found that online sales
channel is cost-effective for retailers and customers as well. Customers can purchase a product in their
free time which supports them to invest their time in the more precious things and work of their life.
Online sales channels provide a facilityoffilters which helps to search a product which is appropriate
according to desired price and features of the customers so it helps time of the customers in finding a
better product from offline stores.
10. Are you agreed that online market and selling channel will cover up this whole high street retail
market of the UK?
a. Yes 12
b. No 5
c. Don’t know 3
22

12
5
3
a. Yes
b. No
c. Don’t know
Data analysis: This question is based to identify and analyse the future of the high street retail market in
the UK. Most of the people which are involved in this research have said that online market and sales
channel will cover up this whole market in the future. Enhanced use of online sales channel in retail
grocery, clothing, electronics, cosmetics etc. are indicating in this direction as well. Growth in the use of
online sales channel as a mobile application, online selling portals and websites are creating a huge effect
on the high street retail culture of the UK. Most of the people are also moved from offline to online
purchasing of products.
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Section 5: Conclusion and recommendation
Conclusion
This research has focused to identify the reasons behind the enhanced use of online shopping platforms
which has developed the reason to quit the high streets for retailers. It is found by the research that online
platform of sales are more convenient for the customers to use it which has majorly led on the high street
retailers. It is analysed that customers are more focused to get better services and home delivery of
products and these qualities are available in the online selling platforms. The research question “how
online shopping putting high streets retailers out of the business?” is properly justified with the research
findings and data analysis which have found major reasons behind it.
Use of appropriate research methodologies is significant to produce better outcomes against the research
question. Research objectives are determined in eth starting of the research on the basis of which the
whole research is conducted. Primary and secondary both type of researcheshave been conducted in this
research to produce outcomes against the research objectives and question. Proper research
methodologies are determined to implement the research in an appropriate manner which is essential.
Authentic information gathering is a typical task in the research which is the major limitation of the
research. Criteria are determined in the research to use and left the sources in the research according to
which data is collected from primary and secondary sources.
This research has effectively worked against the determined research objectives and question. It is based
upon “How is Online Shopping putting high street retailers out of business?” so it has effectively
identified the areasbehind the changingmindset of retail market of the UK. A literature review is
conducted in the research which is a type of secondary research which has helped to identify and analyse
the different reasonsbehind the diversification of retailers from the high street to online retail market in
the UK. A literature review has helped to present the views of the different authors and agencies
regarding this research question. It is also effectively worked to identify the change in the tendencies of
the people in the recent time.
Recommendation
It is essential to retain retail companies in the high street by motivating them to use unified retail to sell
out their products. It is found by the research that online sales do not have potential to fulfil the desired of
the customers so the use of unified retail will be effective for the organisation to use. Unified retail is
24

focused to use online and offline both channel of sales which helps to cover a large market through both
channels. Offline sales channel provides an opportunity to develop direct relations with the customers.
Many of the people want to expand their free time in shopping on weekends and these opportunities are
essential to grab by retailers so it is essential for them to have their presence in the high street retail
market as well.
25

References
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impact of digital signage as a retail atmospheric tool. Journal of Consumer Behaviour, 11(6),
pp.454-466.
 Digital high street advisory board, 2015. Digital high street 2020 report. [Online]. Available on
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Appendices
Appendix 1- Questionnaire
Name
Age
Gender
1. Have you ever purchased any product from the High street retail market of the UK?
a. Yes, b. No
2. Is it easy and efficient to purchase products from the high street retail market of the UK?
a. Yes, b. No
3. Do you have any application of a company for online purchasing of products?
a. Yes, b. No
4. Which is more convenient to purchase products and analysis of a product?
a. Online channel
b. Offline channel
5. What is the possible reason which you consider the decline in the use of high street retail market of
the UK?
a. Online selling portals
b. Mobile applications
c. Both of the above
6. What are the basic reasons behind the shutting down of M&S and Woolworths retail outlets from the
high street market?
a. Enhanced use of mobile sales channel
b. Higher operational cost
7. What is the future of high street retail market of the UK?
a. Office and customer service area
b. residential area
c. Service industry development
8. Do you think that high street retail market has a huge significance in terms of British culture and
tourism?
a. Yes, b. No
9. Why online channel is more profitable for customers please select a reason which is given below?
a. Convenient
28

b. Cost effective
c. Time effective
d. More products to choose
e. All of the above
10. Are you agreed that online market and selling channel will cover up this whole high street retail
market of the UK?
a. Yes, b. No
c. Don’t know
29