2012 is going to be a tough year for high street retailers. With several well-known names expected to go bust, analysts are predicting between 20,000-40,000 job losses in the medium term.

The problem isn’t just the economic downturn - but also the fact that the traditional high street is facing stiff competition. On the one hand, most bricks and mortar retailers are more expensive than online. On the other, the high street is less convenient than out-of-town complexes, where parking is plentiful and free.

Action points

The future of the UK High Street has been the subject of intense analysis recently. Mary Portas made headlines before Christmas with the publication of her government-backed review of the sector. Less high-profile, but no less valuable, was a report by the British Retail Consortium, 21st Century High Streets; A new vision for our town centres. In both cases, the authors concluded that high streets do have a role to play – as long as they get their strategies right. In essence, this boils down to three key points:

• Convenience and quality: Access to high streets needs to be easy and parking costs need to be capped to entice people in. With some city centre parking costing £10-£20 a day, the disincentive is great. Shops need to be well-maintained and the streets clean

• Mix of services: High streets need to have a mix of shops and ancillary services. Portas talks of crèches and gyms while the BRC focuses on a balanced diet of retail outlets – two or three anchor shops supported by a range of interesting and diverse outlets.

• Creativity: This can be anything from pretty shop windows to special events. Towns that make the most of special features and create experiences which consumers look forward to become attractive destinations. The BRC cites numerous case studies from venues as diverse as Plymouth, Dundee, Swansea and Worcester.

The role of PR

Clearly, the implicit message in all of the above is that there is a strong role for PR professionals in the revitalisation of British high streets. Whether this is to do with lobbying for a relaxation in planning rules, marketing towns as desirable destinations, creating consumer and b2b events or working with retailers, the sector has the skills necessary to help transform town centres.

For more ideas on this front, it is also worth examining Live & Breathe’s Christmas Retailing Review, which provides numerous insights in to modern shopping. According to the review 90% of consumers have now shopped across multiple channels (source PwC) and 60% have a portfolio of 2-5 favoured retailers they spend money with. 61% of flagship stores on Oxford Street have an m-commerce service (Source: Virgin Media Business.

Furthermore, 26% of shoppers chose their item in store and bought it online. But 33% chose it online and bought it in a shop (Mintel). 73% of consumers like to visit shops and handle items before buying.

According to L&B’s own poll, “shoppers enjoy the theatre of retail. The seasonal window displays, the beautiful lights and garlands were all mentioned as adding to the build up to Christmas".

Examples of retailers getting it right this Christmas, says L&B, are: eBay (pop up shops), Selfridges (design consistency across online and offline), Liberty (attractive shop design) Debenhams (clear communication, attractive discounts, carry to car service) and Top Shop (integrated digital function).