Claire’s Column – Experience Is Key

Published on: 19 Sep, 2018
Updated on: 18 Sep, 2018

In this regular column – a must-read for all those interested in Guildford business – Claire Dee discusses while experience is key.

I was delighted to learn this week that Guildford town centre has been awarded Purple Flag status once again.

For five years running now, the town has been officially recognised by the Association of Town Centre Management as offering a safe and diverse night time economy and awarded the much-coveted Purple Flag.

Despite the many challenges facing our high streets, and public sector resources being stripped back, this is welcome news to be applauded.

As Amanda Masters, general manager at Experience Guildford, commented: “With over 100 places to eat, three theatres, three shopping centres and one cinema, Guildford comes alive after 5pm and caters for all ages and tastes.”

Guildford town does indeed offer many ways to enjoy a great night out. A testament to the fact the ‘experience led’ trend (whereby consumers enjoy an engaging experience rather than a static non-interactive one) continues to grow and flourish.

This explains why most coffee shops, hairdressers and beauty salons in town centres are surviving and thriving, as opposed to the traditional department stores. Consumers make the effort to visit the town because they have to be there in person to benefit from the service, and in turn they enjoy the experience.

Put simply, while you can buy a new TV online sitting at home in your pyjamas, you cannot have your hair styled and nails painted followed by an evening at the theatre and a freshly cooked meal in a restaurant.

The message is clear, for retailers to also thrive and survive experience is key.

As fashion business trade publication Drapers notes: “The future of the high street will see retailers become brand ambassadors that use emotional intelligence and experiences to connect with consumers…shopping centres will be redesigned as providers of novel and inspiring experiences rather than simply places to purchase items.”

Claire Dee runs her own communications consultancy near Guildford and is an active member of the local business community, including sitting on the Surrey Chambers of Commerce board and co-chairing the Business Women in Surrey group. To learn more visit www.clairedeecommunications.com