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Why the future of the high street is all about “experiences”

The rise of online shopping has hit brands hard. But it could be just the thing to end the homogeneity of the British high street—and offer customers something new

By Jessica Brown  

A Lush shop, where customer experience is key. Photo: Flickr/Oscar Hanzely

It’s been another bad week for the high street, with Carphone Warehouse announcing plans to close 92 stores, M&S to close 100, and WH Smith voted as the worst high street retailer out of 100 major retailers in a Which? survey.

WHSmith, the focus of a Twitter account created to mock the retailer’s outdated décor, has ranked in the bottom two in the Which?survey for eight consecutive years. Ben Clissitt, Which? magazine editor, said: “It is clear that…

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