“Brands that succeed are building omnichannel models – where physical stores and digital channels work as one networked system, working in harmony to win back growth” – Katie Shepherd, fulfilmentcrowd
Up to 17,000 shops are expected to close this year alone, according to the Centre for Retail Research. With this figure in mind, fulfilmentcrowd – a global, tech-driven fulfilment provider for high-growth, omni-channel brands – shares insights into the future of the high street, including the importance of omni-channel to ensure retail survival and growth.
Katie Shepherd, head of brand at at fulfilmentcrowd, shared “The decline of the UK High Street hasn’t happened overnight. It’s been a gradual shift guided by changing consumer behaviours, rising costs for retailers, and the rise of digital-first shopping. The pandemic accelerated habits that were already forming: shoppers grew used to the convenience of online shopping, the immediacy of next-day delivery, and the ability to compare prices immediately. Once those behaviours were set-in, they were never going to disappear when restrictions were lifted.
A review of recent news articles shows that there are currently a range of at risk-sectors, including supermarkets (Morrisons), clothing retailers (River Island, New Look), and discount stores (Poundland). More specialist retailers – such as Hobbycraft, Bodycare, and Claire’s – have also recently announced upcoming store closures.
In recent years, department stores have particularly been impacted – Debenhams closed all physical stores for good in May 2021, House of Fraser confirmed numerous closures (with its store count almost halving in 2024), and even John Lewis have downsized some of its stores. DIY giant Homebase also went into administration last year, leading to multiple store closures and the sale of its leasehold properties to competitors like The Range, Sainsbury’s, and B&Q
Shepherd added: “That said, the High Street isn’t doomed. With footfall declining in urban centres – in part due to e-commerce cannibalisation (where shoppers opt for the convenience of ordering online) – and changing consumer preferences, such as cost sensitivity and an increasing demand for ethical and sustainable goods, the future lies in omni-channel strategies: combining physical spaces with strong digital channels, where stores act as part of a network alongside e-commerce websites and mobile apps, to provide a seamless brand experience across every touchpoint.
“Retailers who use their store footprints as experimental hubs, click-and-collect points, or showrooms for online ranges can still thrive. In essence, physical retail should offer things that online can’t, whether that’s tactile experiences, community connection, or a personalised service — and then connect those experiences to reliable fulfilment and returns.
Despite many sectors being at risk, there are certain brand exceptions in the UK that have a thriving bricks and mortar presence. For example, Next is famed as one of the UK’s most advanced omni-channel operators. As well as having a larger catalogue of products across multiple brands and a strong click and collect offering including next-day delivery to stores, the platform also powers the e-commerce infrastructure for other third-party brands.
Shepherd continued: “In today’s world, consumers need to see obvious benefits to choosing bricks and mortar over e-commerce. Experiential retail that creates environments that cannot be easily replicated online – including product demonstrations, personalised expert advice, or other additional services in store – can help to attract customers.
“We’re seeing more brands embrace omni-channel fulfilment, using technology and strategic partners to ensure customers enjoy the same level of experience, whether they shop in-store or via a website. The basics matter most: Strong integration between store stock and online systems, with real-time stock visibility for customers, is now a standard expectation amongst some consumer groups.
With e-commerce-only platform ASOS cracking down on serial returners, and with try-on culture still being prevalent, Thompson added that fashion is a sector that has the biggest potential to reignite an in-store culture. Well-located flagship stores and other ‘destination’ retail locations – such as retail parks – can also help with perceived accessibility and convenience.
Shepherd concluded: “For the High Street to make a real comeback, it needs to integrate with the online era, not compete against it. Brands that succeed aren’t thinking in terms of ‘either/or,’ but are building omni-channel models where physical stores and digital channels work as one networked system, working in harmony to complement one another and win back growth. At fulfilmentcrowd, our focus is making that online-to-offline handoff reliable at scale through a software-defined, partner-powered fulfilment network.”
