Aberdeen's retail sector is witnessing a transformative phase as it adapts to changing consumer behaviours, according to Andrew Turnbull, a senior lecturer in retail and marketing at Robert Gordon University. Speaking to The Press and Journal, Turnbull asserts that the traditional model of “bricks and mortar” stores is evolving, with consumers seeking enhanced experiences when shopping.
Turnbull points out that physical retail spaces are increasingly being viewed not merely as places for purchasing goods but as destinations offering immersive experiences. He suggests that businesses can drive footfall and foster deeper connections with customers through innovative strategies. "Retail concepts, such as pop-up shops, live events, and in-store cafes, are becoming popular ways for brands to engage customers," he explained. By late summer, ten new outlets had opened on Union Street, including a gaming store, a ladies' fashion boutique, and a coffee shop, partly stimulated by the city council's empty unit grants scheme.
The importance of experiential retail is further underscored by Turnbull’s examples from the festive season, highlighting the success of the Marshall’s farm shop near Kintore and Castleton Farm near Fordoun, which offered families unique experiences such as breakfast with Santa.
In addition to immersive experiences, Turnbull attributes a growing significance to sustainability in retail. He believes that concern for environmental and social impacts is becoming a vital aspect of purchasing decisions, particularly among younger consumers. "Sustainability is no longer simply a buzzword in UK retail; it is becoming a business imperative," he noted. Charity shops like Instant Neighbour on St Machar Drive and the British Heart Foundation’s Furniture & Electrical shop on Union Street exemplify how the retail landscape is adapting to a rise in second-hand retail and circular fashion trends, which promote the reuse, repair, or recycling of goods.
Moreover, the influence of social media on retail practices is gaining traction, with platforms such as Instagram, TikTok, and Facebook becoming significant channels for brands to reach consumers. Turnbull highlighted the impact of local influencers when discussing the future shape of UK retail, stating, “Retailers who can adapt to these evolving trends, by creating seamless multichannel experiences, offering personalised services, and demonstrating a commitment to sustainability will be well-positioned for success.”
He also emphasised the importance of agility within the retail marketplace, remarking that maintaining flexibility in response to changing consumer demands will be crucial for businesses to navigate the ongoing shifts in the retail landscape effectively.
Source: Noah Wire Services