This article was written by Kathy Kyle, Co-Founder of DigiKind, for publication in the Municipal Journal. A version was published in October 2021; it was entitled, “Lifting up our high streets.”

The answer to our high street demise is in a word, community. 

It is widely acknowledged that town centre decline has been accelerated by COVID, but we were unfortunately headed in that direction long before the pandemic. Some shoppers tend to avoid the high street experience because of the experience of shopping on the high street. Research shows that locals feel it’s expensive to park and the high street has outdated or unappealing shops. And 50% of consumers spend less time on their local high street than they did five years ago. 

Community engagement and empowerment is key

In order to rejuvenate our towns, we must complement our local tourism, culture and heritage offerings by creating a digital ecosystem and a community of brand ambassadors to advocate for their own high streets. We have an opportunity for businesses, local councils and communities to collaborate and to use digital tools to transform the high street experience. We must appeal to younger generations and those who are flexi-working or working from home by installing critical infrastructure that includes free WiFi, contactless shopping and engaging digital experiences. 

Cities and towns must begin investing in tech for good tools to engage and empower citizens. By listening to people and then implementing their ideas, they will be more likely to support their high street. Some councils are using tools like Hello Lamp Post, a playful, human-centric public engagement platform that allows citizens to chat with everyday objects to drive engagement and footfall to the high street. Hello Lamp Post can be (and is being) used to gather insights from citizens and visitors to inform decision makers with critical feedback on what people want to see on their high street, how they are feeling, and to share information that can help inform their local recovery plans. 

In addition to digital innovation, shops that thrive in the future will create new experiences for their customers and will provide flexible online and offline shopping offerings. Large department stores are offering experiences that set them apart from the competition. Selfridges is offering wedding packages, where couples can invite up to 20 guests to their ceremony. Customers are also looking for retailers that reflect their own values when it comes to climate change. Thankfully sustainability is no longer just a buzz-word. Over the past decade, shoppers have become more aware and mindful of the sources and impact of their goods and services. We will see more zero-waste shops, repair cafes, slow fashion, collaborative community-owned and managed shops, more locally-sourced grocery stores and health-related services on our high streets.

Communities that will thrive in the future will offer vibrant market spaces and places, share a commitment to the local arts — including more street art (the more innovative councils will offer to fund local artists and art projects, and use tech to create “self propelled tourism” / town trail opportunities), support or offer opportunities for independent retailers to thrive via innovation or matched grants, and offer more amenities around housing, education, training, and health. Businesses that offer personalised shopping concierge services, blended digital and e-commerce, or more compelling brand experiences will survive and grow. 

Finally, local businesses who promote the community’s interests — and not just their own business — will lift up their whole place. It is imperative that we ensure our citizens’ voices are heard — and that we listen — in order to make insightful decisions about economic rejuvenation that are informed by the community. 

Kathy Kyle Bonomini is a multi-award-winning Director and Co-Founder of DigiKind. She is currently working with the Royal Borough of Windsor and Maidenhead on their economic development programme and reopening the high street safely.