Marketing the high street: a solution to the British retail crisis?
Rapo, Nina (2019)
Lataukset:
Rapo, Nina
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019053113881
https://urn.fi/URN:NBN:fi:amk-2019053113881
Tiivistelmä
While technological innovation has driven the rise of online shopping and convenience culture, the British high street has been in a downward slope for over a decade, causing turmoil to the whole physical retail sector. The identity of places is closely tied to the concept of the high street in each British town, creating community, jobs and economic development to the area. Professionals, authorities and scholars have all tried to provide their own insight to reversing the decline, with little impact. As technology improves, customer behaviours change and economic climate gets more challenging, it is feared that without quick and sustainable change, the concept of high street will become redundant, causing losses of jobs, diminishing sense of community and areas of increased isolation and economic sorrow.
This thesis discusses the factors that have played key part in causing the decline of the high street, analysing towns, companies, governmental actions and consumer behaviour, and compares these factors to marketing theories, such as omnichannel marketing, PESTLE, Marketing Mix and social supply chain, to determine how relevant marketing is regarding the issue and how marketing theories could work for the benefit of the high street.
Deriving from research and practical examples of successful high streets a link between marketing and high street revival can be found, leading to hypotheses on the best practices for the future success of the British high street.
This thesis discusses the factors that have played key part in causing the decline of the high street, analysing towns, companies, governmental actions and consumer behaviour, and compares these factors to marketing theories, such as omnichannel marketing, PESTLE, Marketing Mix and social supply chain, to determine how relevant marketing is regarding the issue and how marketing theories could work for the benefit of the high street.
Deriving from research and practical examples of successful high streets a link between marketing and high street revival can be found, leading to hypotheses on the best practices for the future success of the British high street.