Mary Portas review of the high street: Consumers are the key

Having a single town centre manager controlling the strategy for each location is a step in the right direction; currently there are far too many interested parties to form a cohesive policy, and there are useful ideas and models from which they can learn.

However, the major element behind the survival of the high street is how the consumer behaves and what consumers want. With retail growth halving every decade since the 1970s there was bound to be a fallout as the sector reached maturity. This, combined with the impact of online shopping has led to an oversupply of space. Though these factors are behind high street decline, the main reason is consumers shop differently now to the way we shopped even 10 years ago.

Heavier taxes not the answer

We want the convenience of large out-of-town supermarkets with plentiful, free parking and a full range of products. We also want premium shopping centres with a complete range of stores and leisure activities. These locations would not survive if we did not shop at them and taxing them more heavily will be a further tax on shoppers rather than retailers and landlords.

To produce a relevant and vibrant town centre, a planner needs to assess the wants and needs of the local community, their shopping habits now and what impact demographic and economic factors will have on their future attitudes. As the report suggests, the future town centre will not have to be just about retail but the needs of the local community.

Already we are witnessing a return to local shopping. The expansion of click & collect, (in particular Collect + whereby we can collect parcels from local stores rather than wait in for a delivery or go to the Post Office), plus the high costs of driving, are encouraging shoppers to stay local. Furthermore the ageing population, with falling pensions and less mobility, will want local services and stores.

Just as a retailer looks for demand opportunities from consumers, so should local high streets.

© Verdict 2011