High Streets must embrace change, say ecommerce experts

Sustainable growth lies with more seamless adoption of ecommerce and mcommerce channels.
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There may have been encouraging news from the High Street last week - with sales up in July - but there are calls for greater adoption of online and mobile channels into the sales mix.

According to serial technology entrepreneur, Dan Wagner, CEO of Powa Technologies, sustainable growth lies with a more seamless adoption of ecommerce and mcommerce channels.

Powa Technologies has implemented payment platforms for major brands and retailers such as Tesco, Superdrug, Laura Ashley and Heals.

"Relying solely on the weather for an upturn in retail sales is dangerous when we are in search of significant improvements in economic performance," Wagner said. "Instead there should be a greater emphasis on innovation that engages more directly with consumers to deliver more activity at the tills. The lean towards digital shopping channels is needed but this should be done in a meaningful way that offers a personal experience and encourages some aspect of interactivity.

"We are seeing a major shift in the way we shop. Gone are the days where we walk around shops, picking items up, carrying them, queuing up at a till, packing them all away again, so that you can carry them around with you all day."

Wagner continued: "New shopping models involve convenient delivery and collection methods, more enjoyable methods of browsing, and quick means of payment. We shouldn't be anticipating the loss of the High Street, we should be anticipating its evolution."

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