Marketing

Creating connections in main street stores

Irrespective of the benefits that come with shopping online, main streets remain vital to human interaction in our communities. So how can brick-and-mortar stores continue to facilitate these connections?

Photo: Generated by AI. Adobe Stock.

January 14, 2025 by Olivia Robinson — Head of Strategic Growth, VoCoVo

Much has been made of the decline of the main street as online shopping rises in popularity, but such locations remain crucial for many local communities. More than 65% of Americans visit their local main street at least a few times a month, and nearly 75% feel sad, worried, guilty or angry when a local store closes. This follows findings that more than 2000 stores are closing across the U.S. this year.

And whilst none of us particularly enjoy the sight of walking past boarded-up retail stores, the inability to easily purchase goods in our local area isn't the only impact of store closures for consumers. There is also a significant social element to shopping on the main street. For many individuals, when stores close, there is reduced opportunity to venture out and make connections, which easily leads to isolation. The rising number of store closures threatens the main street's essential role of fostering social connections, driving community engagement and enhancing experiences for local people.

The role of main streets in community interaction

Elderly individuals, long accustomed to visiting brick-and-mortar premises, often rely on local stores for their daily needs. But main streets serve as more than just places to shop; they are social hubs that allow people to meet, interact and socialize.

As many new parents will attest to, whilst building connections with other parents, more often than not, the local main street becomes a go-to meeting place. It is these everyday but significant impacts that we often take for granted.

Main Street America is an initiative focused on allowing every citizen to access an inclusive and resilient main street. It has helped to rejuvenate neighborhood commercial districts across the US, which has helped start 175,323 new businesses in over 2,000 communities. While helping to support businesses, whether stores or restaurants, on the main street and boosting the local economy, this sense of community is particularly important for individuals who may be more isolated.

This example highlights the often ignored or underestimated impact of store closures: when a store that has been a staple in the community for years shuts its doors, it creates a void that goes beyond the loss of a place to buy food or clothes.

The importance of human interaction in retail

Physical stores serve to create needed human connections on the main street and create meaningful experiences. The friendly greeting from a store employee, the casual conversation at checkout and the personalized assistance when choosing a product all contribute to a richer shopping experience.

Human interaction is a key factor in building customer loyalty. Customers are more likely to return when they feel valued and recognized as individuals.

This is something that online retailers cannot fully replicate, as the human interaction and community engagement offered by brick-and-mortar stores remain a key advantage that can help ensure the survival of the main street.

Technology to enhance the in-store experience

Human interaction is irreplaceable, and technology can play a crucial role in enhancing the in-store experience. Real-time voice communication allows teams to monitor the sales floor and notice when customers need that little bit of extra help, such as answering a question, providing assistance with a product or resolving an issue.

For example, if a customer wants to check the stock of an item or has a question the retail worker is not equipped to answer, rather than asking the shopper to wait while you go and physically find another associate that can assist, they can quickly check stock in remote areas or call for assistance from team members in different departments, minimizing customer wait times.

Immediate responses improve the customer experience and foster a sense of care and attentiveness that is often missing in digital retail transactions. Retail workers can also enhance customer interactions at the cash register or self-checkouts, allowing for more personalized and efficient conversations. With customers feeling connected and appreciated, the bond between the store and the community is strengthened.

Securing the future of in-person shopping

Main streets are the heart of many communities, providing goods and services, but critically, also spaces for social interaction, connection and memorable experiences. As the world becomes increasingly digital, the value of physical spaces grows in tandem. By leveraging technology to improve customer service and personalization, main street stores can continue to play a central role in their communities.

In an era where convenience is often prioritized over connection, it's more important than ever to recognize the unique value of main streets.

By supporting local stores and embracing the human element of shopping, these vital community spaces can be protected for future generations.

About Olivia Robinson

Olivia Robinson started her career in retail and moved up the ranks before being promoted to Store Manager. Olivia joined VoCoVo in January 2019 and is currently Head of Strategic Growth. Olivia uses her in-depth retail knowledge to help retailers prove the benefits of connected comms in-store and works with retailers across three major continents.

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