Where once shopping was Britain's biggest leisure pursuit, its appeal has been somewhat dampened by the recession. The attendant forced period of austerity has led to consumers taking a long, hard look at their purchasing habits.
As an unprecedented number of consumers shop around to find the best deals and most suitable products, retailers are having to work doubly hard to gain cutthrough.
With this in mind, Marketing teamed up with co-creation consultancy Promise to establish which brands are succeeding in gaining saliency on the high street and which are viewed simply as dull.
One bright spot for retailers to emerge from the research was that shopping is still viewed by many as entertainment. However, there is a proviso; in the context of their busy lives, many consumers are so focused on the item they want to buy that they are unaware of the personality of the retail brand they choose or the physical space in which they shop.
It would seem, then, that many of the efforts retailers are making to better connect with consumers are falling short. This raises questions as to whether there is any real incentive for shops to invest in creating a brand 'personality' and, if so, how they should best go about it.
Functionality: substance over style
While the wealth of pop-up shops and 'statement' flagship stores in London suggests that experimental retail spaces are a sure-fire way to connect with consumers, the research indicates that getting the basics right remains key. Brands that invest millions in concept stores, but ignore fundamental elements, such as tidiness, are wasting their money.
However, if consumers already trust a retailer, there is greater scope for experimentation. Men, in particular, are more likely to take risks in a store they know. As one respondent noted: 'If there's a clothes brand I like, I'll use them to help me choose what to wear. I trust their selection.'
In the context of the complex demands of modern life, unparallelled access to information and the backdrop of a strained economic climate, consumers have come to appreciate speed and simplicity. This means brands need to provide consumers with swift and easy options that require minimum effort from them. However, there is an apparent contradiction here, too; for example, the study uncovered a mixed reaction to self-checkouts. As one respondent commented: 'Sometimes we don't want to feel in control. We're sick of control - we want to feel taken care of.'
Be a play space
As more consumers now compare products online and the number of low-cost, web-only retailers rises, so the need for brands to differentiate themselves in-store has grown. Indeed, the research revealed the importance of enabling consumers to touch, feel and explore products.
Perhaps the clearest example of a response to this trend is Comet's latest strapline, 'Come and play.' Promise also points to innovations across DIY chains, such as bringing interior-design tools in-store.
Experimental, sensory store environments will not necessarily work in every part of the UK. Shoppers in big cities such as Cardiff or Manchester, for example, may be more receptive to an experiential offer than those in smaller towns.
There are also more practical considerations, as Thea Bowden, consultant at Promise, points out. 'In some circumstances, it simply isn't practical to cut back on the ranges stocked in order to make space for more immersive store experiences,' she says.
After all, if a clothes shop is one of only a few in the area, it needs to ensure that it has the widest possible range on display.
Be local
The recession has led many people to reconsider what matters to them most. According to Promise, consumers are placing more value on 'real' things around them, such as their community, friends and family.
In line with this, brands need to find ways to get into consumers' lives in a more local and natural manner. Those surveyed as part of Promise's research responded most positively to brands such as Pret A Manger, which has successfully evoked a sense of localness, through initiatives ranging from the charities it supports to the fact that its food is prepared fresh daily on the premises.
Differentiate online
It is a tough challenge to get a brand experience noticed online, where consumers are focused on practical matters, rather than any emotional connection.
So, where the functionality of the internet resonated strongly with consumers in the research, there was little differentiation between online experiences.
This was reflected in the lack of a strong response to online brands among those surveyed, demonstrating that consumers view the web predominantly as a means of comparing prices.
This would suggest that, despite the prolific growth in ecommerce over the past 12 months, shopping on the internet is viewed as bland by consumers when compared with the high street.
Moreover, respondents showed a strong desire for immediacy when shopping, epitomised by comments such as 'I want it now, not a week later'. Online shopping cannot, it seems, deliver the instant gratification of the high street.
Those surveyed also expressed a preference for brands to be flexible and 'human', another reason that a physical store might win out over an online one. As one respondent noted: 'Of course, I went to the shop when I needed to check a lock replacement was the right one.'
Yet the high street does not have it all its own way. After all, some consumers have yet to regain their pre-recession zeal for shopping, so brands clearly need to do more to draw them into stores and persuade them to part with their cash.
It should be borne in mind, too, that, while there are some things that most retailers could be doing better - such as store layouts, product ranges and level of customer service - not all brands are hurt by consumer perceptions of 'blandness'. The research revealed that on the high street big brand uniformity remains aspirational for many consumers.
Ultimately, then, the 'brand or bland' challenge is not as straightforward as it may first appear. What is seen as quirky and innovative in London may not translate to the streets of, say, Wigan.
Moreover, as the research showed, often, what is presented to consumers as 'choice', in reality often means that they are left to do more hard work; whether that be in the form of self-serve checkouts or having to rummage for what they want on disorganised racks of clothes.
While 'quirky' might not work on every high street, those brands that fail the functionality test will fall at the first hurdle.
THE FIVE MOST-EXCITING 'PERSONALITIES' IN RETAIL
1. Urban Outfitters
2. Lush
3. Waitrose
4. Waterstone's
5. Pret A Manger
THE FIVE BLANDEST BRANDS IN RETAIL
1. Dorothy Perkins
2. Greggs
3. Argos
4. Primark
5. Game
METHODOLOGY
Promise surveyed 24 consumers across three qualitative groups (a broadly national representative sample who had encountered brands named on a shortlist) on the subject of retailing. They were asked to undertake a range of preparatory tasks to address learning and expression styles and to bring forth the issues surrounding retailers that mattered to them. Promise then worked with them to identify what matters most to them when shopping and the most-distinct versus indistinct brands/experiences. In addition, research was carried out in 'Retail Safaris' across all stores listed, from which insights were drawn with consumers. All quotes featured are from respondents.
WHICH BRANDS WOULD MAKE A GOOD DINNER-PARTY GUEST AND WHY?
Apple - Geek-chic glamour, modernity and cool topics of conversation.
Boots - The ideal filler - 'you would know they were going to turn up'.
Cath Kidston - A fun, bubbly personality.
Lush - Cool, laid-back and easy-going.
Scribbler - Fun and frivolous.
Urban Outfitters - Quirky and interesting.
West Cornwall Pasty Company - An entertainer - the joker of the pack.
Waitrose - Well-rounded, respectful, and polite to everyone.
Waterstone's - Knowledgeable and would bring good wine or coffee.
Zara - Worldly sophistication.