Last week I had a first world problem that involved crunching my earphones ( Apple standard issue) and not being able to listen to music at work, which is unfortunate where I'm sat. It dawned on me that I need new ones, so I should instantly head to Amazon (where I usually source most of my stuff from). Not one minute did I think "yeah, bet some high street shops will have some emergency headphones for me" and that's because my choice of high street shop within walking distance of work includes HMV (mostly fashion-driven Skullcandy stuff), the Apple store and a Staples that has stuff that would look more at home in a call centre or to be used with Skype. Essentially, there was so little real choice, it made more sense to just put up with it till I ordered something online with next day delivery. Not order to store or any rubbish like that.
A sidenote, we're told and occasionally reminded that it's all fish pedicures and salons on the high street now:
The rapidly changing face of Britain's high streets shows an army of hairdressers and beauticians on the march but the number of newsagents, butchers and independent fashion stores in marked decline as they struggle to compete with the onslaught from supermarkets and larger chains. A third of independent high street stores are now cafes, pubs, restaurants and takeaways rather than traditional retailers. In the past two years the number of independent clothes shops has declined to 5% of high street businesses, while they made up 6% of stores in 2008. Hairdressers increased from 4% to 5% of the high street over the same period and beauty salons from 2% to 3%.
Guardian
I rarely questioned it up until now but the headphones lit up a lightbulb - you tend to notice two things happening:
- shops closing down and no one taking up the retail space - all boarded up for good;
- shops that close, then some other pop-up thing comes along, then closes, then another one but there's never anything on for long enough;
That actually gives a pattern for what kind of businesses thrive and what kind don't (like that article about salons and fish pedicures) and surely there's something to be said about how online shopping changes or will change a few things in our minds. Basically, shops are wonderful if you need something and need it badly. Pronto. Problem is, big, well-stocked stores are out of reach and include the cost of petrol (which most people find negligible, but isn't) and for some (me included) it makes little to no sense to first inquire of stock via phone and only then visit the place when I could just make do until my online order arrives and wait it out - if it's not urgent and important like a broken washing machine flooding my house.
So essentially online shopping makes you more likely to introduce this little bit of foresight into your life: to buy some stuff a few days/weeks/months before you need it (or as much as you can anyway). The good part is that you get free delivery, free returns, you have plenty of time to try stuff and return it if it's not satisfactory (it won't be needed straight away) and more often than not cheaper than the high street (what that does to the brain is a different issue altogether). It changes the way businesses let people accept parcels at work - most don't - or allow people to stay at home while working from there so they can take deliveries, and last but not least how those who can't be at home through any means can get hold of their stuff (Like this clever invention).
It seems to me that shops that open and then close (or just close down indefinitely) are those that assume people don't think in advance about their purchases and aim to bring too many products that will satisfy breadth of offering but don't sell because of high mark-up prices and don't generate enough store traffic. That says to me high street shops should look far different - offer something that makes me wish I chose the experience rather than clicking a button. Which I'm very apt at doing while stuffing myself with ice cream, rather than standing and sweating in a changing room. Much more pleasant IMO