Shopping without shop windows: how can we save our city centres?

Result

Three out of four citizens currently regret it, that shops in city centres have to close, but at the same time admit that they often shop online because it is cheaper and more convenient. In 2019, „only“ 63 per cent agreed with this statement. This trend shows how regret over the closure of shops in city centres is becoming increasingly difficult to reconcile with consumers' own behaviour.

Reasons

There are two dynamics behind this development: on the one hand, there is a growing emotional attachment to the idea of the classic city centre with small shops, personal contact and public life. For many citizens, bricks-and-mortar shops are seen as part of urban identity and social stability. On the other hand, there is the practical experience of shopping online - with a larger selection, faster access and often lower prices. The decision in favour of online shopping usually follows a simple logic: it saves journeys, time and effort. At the same time, the feeling that one's own behaviour is contributing to a development that one inwardly rejects increases. This tension between conviction and convenience is increasingly experienced as normal. Although we reflect on our own consumption, we rarely change it consistently.

Forecast

The inner contradiction will continue to exist in the future and may even increase. Citizens want liveable city centres, but show only limited willingness to actively maintain them through their own shopping behaviour. The decision in favour of online retail is increasingly seen as a pragmatic necessity. Local retail can only remain relevant if it creates tangible added value beyond functional criteria - be it through personal advice, quality of experience or social integration. The possibilities for this are certainly there and best practice examples from Wittlich to Munich and Toronto show how it can be done. Without the courage to try out new things, to rethink (from more sales rents to the implementation of technical pre-store highlights such as augmented reality (AR) for product information, personalised on-site offers or virtual fitting rooms) and to break new ground in retail together, city centres will continue to empty out and shopping will be done at the click of a mouse. The future of urban retail therefore depends both on what is on offer and on the awareness and behaviour of its potential customers.