SCIENCE@home

Navigating the retail downfall: strategies to revitalise brick-and-mortar retail in high streets with preference-oriented concepts

Jonas Rau,Maria Günther,Andreas Pfnür

Published 2025 in International Review of Retail Distribution & Consumer Research

ABSTRACT

ABSTRACT The aim of the study is to investigate how a diverse mix of experiences can be optimised to maximise the reach of high streets by aligning with consumers’ preferences. Specifically, it identifies the combination of high street use classes that appeals to the greatest number of consumers and provides insights into which consumer segments are most effectively addressed by this combination. The analysis includes the preference alignment of Mosaic consumer segments, thereby deepening understanding of high street dynamics. To achieve this, survey data from 762 German consumers were analysed using Total Unduplicated Reach and Frequency (TURF) optimisation at the level of high street use classes. In a second step, the widely used Mosaic segmentation was applied to assess the preference alignment of different consumer groups. This study highlights the value of a diverse mix of use classes in supporting brick-and-mortar retail and emphasises the role of consumer segmentation in high street repositioning strategies. This offers retailers deeper insights into the complex dynamics of high streets and provide urban planners with a more holistic evidence base for transformation.

PUBLICATION RECORD

CITATION MAP

EXTRACTION MAP

CLAIMS

  • No claims are published for this paper.

CONCEPTS

  • No concepts are published for this paper.

REFERENCES

Showing 1-66 of 66 references · Page 1 of 1

CITED BY

  • No citing papers are available for this paper.

Showing 0-0 of 0 citing papers · Page 1 of 1