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High street virtually moribund?
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THE town centre is a barometer of Island life. If busy, Islanders feel positive for the future and confident about the Island’s economy.
A few empty shops has led to mixed messages coming from representatives of the retail sector. Some businesses report increased demand and footfall but are concerned about staff shortages and possible wage inflation. Other businesses paint a less positive picture and suggest that it will be difficult to fill the empty properties with new tenants. The impact of online shopping is felt across all retail areas and it would be sensible for shop owners and the parish authorities to take a more proactive approach to the management of the town. A local shop will never be able to offer a range of stock as extensive as that offered by online retailers. The running costs of shop premises is too high and uncompetitive compared to maintaining a warehouse to fulfil multiple online orders. The high street shopping experience will need to change.
There are many ways in which innovative shop owners could create a unique experience that is currently difficult to replicate electronically. Many customers will pay a premium price to understand more about the goods that they are buying or to receive hand-crafted or hand-finished items. As well as displaying goods, the owner could incorporate workshop and demonstration areas. Butchers could offer training sessions to develop home butchery or charcuterie skills. Florists could run courses on flower arranging. In each case, the business would build personal relationships with customers to enhance the appreciation of the trader’s skills while developing their own.
For new retail businesses commercial rentals are often too high to afford a main shopping location straight away. With current properties being advertised at £40 per square foot in Queen Street and £44 per square foot in Liberty Wharf fledgling businesses don’t stand a chance. Secondary trading areas, therefore, need to be available to provide a much more affordable entry point. New ventures are a vital part of refreshing the shopping experience, with novel products giving people fresh reasons to go to town. While primary and secondary trading areas do not necessarily convey the excitement of the Marrakech bazaar or Camden Lock-style markets, if Jersey intends to continue with its current ‘high street’ style then it will only do so by recognising the importance of the one area to the other and embracing change.
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