Gift Focus inc Attire Accessories - March/April 2021

120 While having an online presence remains vital for boutiques in a post-pandemic era, Louise Prance looks at how capturing and nurturing the community spirit will drive much-needed footfall back in-store With news of Internet giants Boohoo and ASOS buying the online businesses only from Debenhams and parts of the Arcadia group respectively, it can feel like the phase of doom – ‘The High Street is Dead’ – is ringing true. However, that couldn’t be further from the truth. At least not for the independent gift and accessories high street that is. With the pandemic having forced people inside and away from bricks and mortar retail, online consumerism has risen exponentially, and I myself have driven home the importance of having a digital store front for your boutique or store. It really is an essential in a post-pandemic world. However, as ingrained as the online shopping habits have become, and will most likely remain post-crisis, what is also becoming abundantly clear is that digital fatigue is real. From Zoom calls to webinars, to virtual shows, to home schooling, once lockdowns lift and the vaccination drive instils a sense of safety, the real and primal need for human contact will be all-consuming. While the hustle and bustle of Oxford Street or the West End may no longer have the pull it once did, there will almost certainly be an uprising in the local high street as people gravitate to what they have lost for so long – community. Martin McTague, FSB National Vice Chair, Policy and Advocacy, this issue highlighted how small businesses have come out in their droves to help their local communities, stating that “eight in 10 small firms already volunteered or contributed to a local community organisation or charitable cause in some way.” It is this local engagement that will bring your customers back in store as they seek out a shopping sanctuary alongside a renewed sense of belonging, because while online shopping may allow for ease and speed of purchase, what it can’t replace is the human touch that independent business offer. And it is this that people, who have been in some form of lockdown or another for the best part of a year, are going to seek out going forward in 2021 and beyond. So how do you embrace your local community? Well, as Martin says, “Everyone wants to buy from, and do business with, firms that do right by their communities and society as a whole.” Whether that’s a focus on sustainability and wellbeing (read more of Martin’s thoughts on page 49), safe, socially distanced adhoc or regular events, teaming up with another local firm on joint promotions, or creating a campaign with a wide range of business in your area to encourage community spirit – and the return of much-needed footfall – the options really are endless. By embracing and capitalizing on the re-emergence of shoppers into society – as well as being the antidote to the online overdose we’re all experiencing – with welcoming, inclusive and friendly community spirit, you’ll be targeting a captive audience and ensuring the longevity of your place on the high street. COMMUNITY SPIRIT