1. Leisure: No Longer Playing Second Fiddle

For years, leisure took a backseat to retail and F&B in mixed-use developments, often tucked away on higher floors or less prominent areas. But as Michael asserted, that era has passed. In today’s market, leisure experiences are just as much of a draw as shopping and dining. It’s now essential not only to seamlessly integrate them into a destination’s offering but to actively promote them as key attractions that drive footfall and elevate the visitor experience.

2. The Footfall-Driving Power of Experiential Leisure

Michael shared an impressive statistic from the launch of Gravity Max Wandsworth at Southside Shopping Centre, revealing that footfall increased by over 40% following the introduction of experiential leisure. It’s a clear sign that leisure isn’t just a supplementary feature – it’s a driving force for enticing more visitors to a destination, which in turn benefits surrounding retail and F&B establishments.

3. Leisure and Retail: A Joined-Up Ecosystem

One of the most thought-provoking ideas from the evening was the example of a true synergy between leisure and retail. Imagine winning vouchers in an arcade that can be redeemed throughout a destination. This encourages people to visit the arcade for a chance to win, while the rewards motivate them to explore and make purchases elsewhere, increasing both their dwell time and overall spend. As Michael pointed out, today’s consumers want to have fun while making their money go further, so by stretching their pound with experiences that merge leisure and retail, we’re not just entertaining them – we’re adding real value.

4. A Shared Vision for the Road Ahead

The key takeaway from the event was the need for a unified vision. Leisure, retail, and F&B no longer exist in silos; instead, they should be seen as extensions of one another. As Michael succinctly put it, “We’ve all got to share a vision and think outside the box.”

At Toolbox, we couldn’t agree more. The future of mixed-use destinations lies in this collaborative, innovative approach where leisure and retail work hand in hand to deliver a dynamic, engaging experience for visitors. It’s this kind of forward-thinking approach that will keep customers coming back for more, ensuring that places and spaces are alive and thriving.  

Ready to take your destination to the next level?

At Toolbox, we specialise in creative solutions that drive footfall and deliver results through strategic marketing and vibrant placemaking. Contact us today to see how we can work together to help your destination reach its full potential. 

Email: marketing@toolbox-marketing.com

Phone: 01359 358600

In recent weeks, the UK has experienced significant unrest following the tragic murder of three children in Southport, a tragedy further inflamed by widespread disinformation. These events have sparked riots across various towns and cities, wreaking havoc on businesses and local communities. High streets, already grappling with broader economic issues, have faced additional pressure as a result of the disturbances.

The Devastating Impact on Businesses

According to Martin McTague, Chairman of the Federation of Small Businesses (FSB), the riots have had a “devastating” effect on local economies. Many high street businesses, struggling due to pre-existing financial strains, now face even greater challenges. With the damage caused by the unrest, some businesses may find it difficult to recover fully, placing long-term sustainability at risk.

Further compounding the situation, several countries—including Nigeria, Malaysia, Kenya, Sweden, Australia, and Indonesia—have issued travel warnings, advising their citizens against visiting the UK. This has led to a potential decline in tourism, adding another blow to the nation’s fragile economy.

Footfall and Retail Performance: A Snapshot

The impact of the riots can be seen clearly in footfall data from Week 32 (4th–10th August 2024). High streets, retail parks, and shopping centres all experienced varying degrees of disruption:

• High Streets: Footfall plummeted by 4.5%, reflecting a sharp decline in consumer confidence and activity in these areas, which were most directly affected by the riots.
• Retail Parks: These areas performed slightly better, with a marginal increase in footfall of 0.7%. Their locations, typically outside of high-traffic city centres, may have shielded them somewhat from the worst of the unrest.
• Shopping Centres: A drop of 2.9% in footfall highlights consumer hesitation to visit large indoor spaces, especially during periods of heightened uncertainty.

Year-on-Year Performance

Looking at year-on-year trends, the numbers paint a grim picture for high streets, with a 4.7% decrease, continuing an already declining trend. Retail parks, on the other hand, showed a 4.2% growth, underscoring their relative resilience during times of crisis. Shopping centres, however, saw a 3.4% year-on-year decrease, a reflection of consumers’ reluctance to gather in enclosed spaces amid social unrest.

Signs of Recovery: Week 33 Data

As conditions began to stabilise in Week 33, some recovery was evident across different retail spaces:

• High Streets: Footfall recovered by 2.0%, signaling a gradual return of consumer confidence as the unrest subsided.
• Retail Parks: These areas, which fared better during the riots, saw a slight decline in recovery, with a 1.3% decrease.
• Shopping Centres: Footfall increased by 1.2%, but the recovery was slow, with ongoing caution from shoppers evident.
• These figures highlight the relative stability of retail parks compared to the volatility of high streets and shopping centres. Open-air retail spaces with convenient access appear to be favoured by consumers over central, high-traffic areas during periods of unrest.

Regional Impact: A Tale of Three Regions

The regions hardest hit by the riots saw significant footfall declines in Week 32:

• East Midlands: -8.3%
• North & Yorkshire: -9.7%
• West Midlands: -13.1%

These areas, which bore the brunt of the social unrest, have faced severe disruption to local commerce. In Week 33, these regions experienced some recovery:

• East Midlands: +2.6%
• North & Yorkshire: +4.0%
• West Midlands: +4.5%

While these gains are promising, they do not completely offset the damage done in Week 32, suggesting that the long-term effects of the riots may linger. The riots have left a mark on consumer behaviour and business confidence, especially in these regions where the unrest was most acute.

The Road to Recovery

As UK high streets continue to deal with a range of challenges—from riot-related disruption to broader economic instability—there is no doubt that the path to recovery will be long and uncertain. Retail parks may have shown greater resilience, but high streets and shopping centres, particularly in the hardest-hit regions, face a slower journey towards regaining their pre-riot stability.

Moreover, the international travel warnings issued by various countries could further damage the UK’s economic recovery efforts, particularly by reducing tourism and harming the nation’s global reputation.

In conclusion, while there are signs of recovery, the impact of the riots on UK businesses, especially those on the high street, will be felt for some time to come. The volatility of consumer behaviour, combined with lingering economic challenges, means that retailers must brace themselves for a potentially difficult road ahead.

Recently, our Growth and Performance Manager Ben Hammond and Tom Tawell our Account Director, attended the ATCM Summer School in Glasgow. The event focussed on Innovation in Town and City Climate Action. Here are their top takeaways from the event:

1. Navigating the Climate Change and Politics Tension

The tension between climate change and politics continues to escalate as teams in towns and cities make desperate efforts to drive meaningful environmental change. Despite their determination, these teams are increasingly calling for more proactive and robust local governance, along with clear guidance and support, to ensure that their initiatives can be effectively implemented and sustained at a local level. This growing need for leadership underscores the critical role that local governments must play in addressing climate challenges.

2. Flood Risks and High Streets

With a correlation between climate change impact and increasing flood risks, some high streets are experiencing flooding which will push them beyond the point of recovery. As flooding increases in areas that have rarely, if ever, experienced it before, more high streets are at risk of turning into damp ghost towns as they become inviable as places for businesses to invest and open up shop.

3. Sustainable Urban Infrastructure

The future infrastructure of towns and cities must be developed with a strong emphasis on climate impact and sustainable initiatives. By integrating these considerations, cities can significantly reduce the amount of embodied carbon generated. This approach ensures that as urban areas continue to grow and evolve, their development remains green and sustainable well into the future, aligning with long-term environmental goals.

4. Community Engagement and Local Initiatives

At a local level, town centre teams need to engage their local communities with initiatives and activations that drive local change and raise awareness of that town centre, or BIDs, environmental initiatives. At Toolbox Marketing, we have worked with many clients to develop campaigns which support local communities and drive change. Little Longton Uniform Exchange provided vital support to over 500 families, providing over 1,800 items of school uniform to families who needed them. In addition to supporting local families during the cost of living crisis in an already deprived area, the exchange drove the sustainable practice of reusing and recycling, as opposed to buying and disposing.

5. Bridging Policy and Implementation

In the UK, we’re good at setting policy, but there is a deficit on the delivery and implementation side, at least at a national level. What we need is “high-resolution data” (e.g., detailed weather patterns, precise flood risk maps, localised temperature projections, high-definition satellite imagery) at a local scale to assess the risks of climate change and help plan our towns and cities, looking at tradeoffs versus opportunities.

6. The Retrofit-First Approach

Prioritising retrofitting over demolition preserves the greenest buildings – the ones already existing. Before demolishing buildings in our towns and cities, we must first explore retrofitting, refurbishing, or extending them. Owners, developers, and tenants are showing an appetite for a retrofit-first approach, leading to a rise in enquiries from retailers. The Nike store on Oxford Street, Arding & Hobbs in Clapham Junction, Flannels in Liverpool, and Bobby’s Department Store in Bournemouth are excellent examples of architecturally significant or listed buildings that have been given a new lease of life through creative refurbishment and repurposing. At Toolbox, we specialise in helping destinations like Castle Quarter in Norwich transition from one business model to another, such as a retail-only to mixed-use offering, maximising opportunities and commercial returns.

7. The 15-Minute City Concept

The 15-minute city concept focuses on designing urban areas where residents can access essential services and amenities – such as work, education, healthcare, shopping, and recreation – within a 15-minute walk or bike ride from their homes. This approach promotes sustainability, reduces reliance on cars, and enhances quality of life. By adopting this model, towns and cities can create more vibrant, connected, and resilient communities. Key benefits include lower carbon emissions, improved public health, stronger local economies, and increased social cohesion. Implementing the 15-minute city concept can transform urban spaces into sustainable, happy places where residents and businesses thrive.

8. Collective Approach to Success

A collective approach by towns and cities increases the chance of success for us all. Events like the ATCM Summer School, and organisations like C40, are crucial as they bring together leaders from different places and connected fields to identify challenges and opportunities, enabling positive change through shared knowledge and innovative ideas. By collaborating, towns and cities can learn from each other’s experiences, pool resources, and implement best practices, leading to more effective and sustainable urban development

During the conference, Ben and Tom presented an engaging session on “The Power of Community to Create Sustainable Places.” They covered several key topics:

Changing Shopping Habits in Our Communities
They explored how environmental perceptions of brands influence consumer behaviour, emphasising the growing demand for eco-friendly practices.

Drive Change Locally in Your Community
They provided actionable strategies for driving awareness and success in town centres, highlighting how local efforts can contribute to the broader environmental movement.

Key Environmental Days & Our 7 Tips to Capitalise and Engage Your Community
They discussed leveraging national and international environmental events to amplify local initiatives and shared seven practical tips to maximise community engagement and drive local impact.

Ready to make a difference in your community? Contact us today to learn how we can help you implement effective sustainability initiatives and drive meaningful change locally!

^{Photos Taken by Edwin Ladd – Mr Ladd Media The Official Photographer for ATCM 2024 – Summer School. This event took place 19th & 20th June 2022 In Glasgow}

Exploring Pioneering Projects: Lucent & One Berkeley Street

The tours explored two groundbreaking projects: Lucent (by Landsec) and One Berkeley Street (by Crosstree Real Estate Partners LLP). These mixed-use developments are more than just brick-and-mortar; they represent a thoughtfully curated blend of retail spaces, captivating F&B experiences, inspiring office environments, and modern residential units.

Today, forward-thinking developers are embracing the transformative concept of mixed-use developments, a trend likely fueled partly by the rise of remote work after the pandemic. 

Take Lucent, for example. This visionary development boasts two floors dedicated to Landsec’s innovative Myo flexible office brand. Myo provides tenants access to beautifully designed and equipped communal spaces, including kitchens, meeting rooms, and lounge areas.  This eliminates the need for companies to incorporate these spaces into their own individual units, maximising efficiency and reducing overall square footage requirements. 

The presence of Myo within Lucent enhances the value proposition for retailers and strengthens the appeal of coming into the office. In today’s post-pandemic world, where remote work is prevalent, companies must offer employees a compelling reason to return to the office. 

Myo’s thoughtfully designed and calming workspaces provide a welcome respite from the often-hectic pace of London’s West End. Colleagues can collaborate in a bright, airy meeting room, then unwind with a cup of coffee in the inviting lounge area—all without ever leaving the building. This seamless integration of work and leisure fosters community and belonging, making the office experience more attractive.

Below the Lights

Further amplifying this sense of community is a concept called “Below the Lights” by Landsec. This innovative experience space resides directly beneath the world-famous Piccadilly Lights. 

Spanning three floors and boasting over 6,650 square feet, Below the Lights offers a unique opportunity for brands to connect with consumers faster and more profoundly. The innovative space has been designed in response to the growing demand for premium experimental marketing spaces. It can be tailored for product launch events, a creative workshop, or indulging in exciting brand showcases around cultural events like Wimbledon – all within the heart of London’s bustling West End. 

It leverages the concept of pop-up experiences to cater to modern short attention spans and the insatiable appetite for fresh, viral content. With its focus on short-form videos, TikTok has emerged as a powerful marketing tool for these fleeting retail experiences. 

Soon, brands could partner with TikTok creators to develop engaging videos showcasing the product’s features and benefits within the unique setting of Below the Lights. With their established audiences and captivating editing styles, these creators will generate excitement and anticipation for the launch, driving footfall to Below the Lights and propelling the brand onto a national or global stage. 

The nature of pop-up experiences aligns perfectly with the fast-paced world of TikTok. Like a trending TikTok video, a pop-up experience offers a unique and fleeting opportunity that consumers won’t want to miss. This sense of urgency can be leveraged to create a buzz and encourage people to visit Below the Lights before the experience disappears.

Marketing in the Mixed-Use Arena: Blending Digital & Physical

Another marketing experience that came to light (pun intended) was the iconic Piccadilly Lights. This landmark, situated in the heart of London’s West End, is not just a collection of bright signs; it’s a cultural phenomenon and a global marketing powerhouse. 

The current iteration of the Piccadilly Lights boasts a single, super-high-resolution LED screen, the largest in Europe. This technological marvel provides a captivating canvas for brands to showcase their creativity. The dazzling displays reach far beyond their immediate audience, capturing the imagination of viewers worldwide. Tourists flock to Piccadilly Circus to experience the lights firsthand, and countless others encounter them virtually through social media shares and online content. 

Travel bloggers and influencers utilise lights’ iconic status, incorporating them into content to create a sense of wanderlust and cultural immersion for their global audience. The Piccadilly Lights transcend their physical location, becoming a virtual postcard that beckons viewers to experience London’s vibrant spirit for themselves.

A brand featured on the Piccadilly Lights is catapulted onto a global stage, achieving instant recognition and burning its image with prestige. Research by Ocean Outdoor, which owns the advertising rights to the Piccadilly Lights, confirms this impact; 8 out of 10 respondents spontaneously named the Piccadilly Lights when asked about memorable advertising experiences in the area. Furthermore, the study found that consumers associate brands displayed on the Piccadilly Lights with positive attributes like being global, modern, and innovative.

Toolbox Marketing: Crafting Cohesive Campaigns

At Toolbox Marketing, we understand the importance of this digital-physical harmony. As a full-service marketing agency catering specifically to the needs of retail and mixed-use developments, we offer a comprehensive suite of services. Our team of experts in placemaking, strategic marketing planning, digital campaigns, social media management, and captivating graphic design works collaboratively to ensure your development thrives.

Are you looking for a Marketing Agency for Your Mixed-Use Development?

Contact Toolbox Marketing today. Let’s discuss how we can help you craft a winning marketing strategy that positions your mixed-use development for success!

1. Rising Consumer Confidence

One prominent trend noted at the briefing was the rising consumer confidence. As economies stabilise and uncertainties decrease, consumers are becoming more optimistic about their financial outlook. This uplift in confidence is expected to positively impact consumer spending habits, presenting opportunities for retailers to capitalise on.

2. Easing Inflation

Another encouraging trend highlighted was the easing of inflation. With inflationary pressures subsiding, consumers will hopefully experience less strain on their purchasing power. This could translate into increased spending, benefiting retailers across various sectors.

3. Continued Growth of Online Spending

The shift towards online shopping shows no signs of slowing down. As a proportion of total spend, online shopping is expected to continue to increase. Retailers must prioritise their online presence and omnichannel strategies to meet the evolving needs of consumers in the digital age.

4. Anticipated Governmental Changes

The impending change in government later this year is likely to have a significant impact on the retail landscape. Retailers should closely monitor policy developments and adapt their strategies accordingly to navigate potential changes in regulations and consumer sentiment.

5. Embracing AI and Technological Advancements

Artificial intelligence (AI) is on the rise, revolutionising various aspects of retail operations. Organisations must embrace AI-driven technologies to enhance customer experiences, optimise processes, and stay competitive in an increasingly digital marketplace.

Re-baselining for the Future
One crucial takeaway from the briefing is the need to re-baseline comparisons to 2023. Relying on outdated data from 2019 is no longer viable, given the drastic changes in the world since then. By updating benchmarks and metrics, retailers can gain a more accurate understanding of the current retail landscape and make informed decisions.

Industry Insights 

In addition to these overarching trends, Chloe and Ben gathered valuable insights from specific case studies and observations:

• In-Store Browsing Preferences: Despite the rise of online shopping, 53% of consumers still enjoy browsing in-store when gift shopping, emphasising the enduring appeal of physical retail experiences.
• The Online Halo Effect: Retailers with both bricks and mortar stores and online platforms benefit from a synergistic effect, with approximately 4% higher spend in-store and 10% more online. 
• The Role of Physical Presence: Brands like Zara have found that online sales are significantly higher in areas where they have a physical store, highlighting the complementary relationship between online and offline channels.
• Community Connection: Consumers crave a connection to their local high streets, and retailers risk alienating them by neglecting this aspect. Investing in community engagement and creating vibrant, balanced retail environments is essential for long-term success.
• Harnessing Digital Activations: Digital activations can drive footfall to stores, enhancing the overall shopping experience and fostering customer engagement. Retailers should leverage technology to create immersive and interactive experiences that resonate with modern consumers.
• Optimising Destination Properties: Successful retail destinations cater to diverse audiences, offering a range of experiences that appeal to different consumer preferences. Strategic property management and tenant mix optimisation are key to creating thriving retail hubs.
• Technological Innovations: Advancements in technology, such as interactive mall maps, enable retailers to offer personalised and seamless shopping experiences. Embracing innovative solutions can differentiate retailers and enhance customer satisfaction.
• Changing Social Patterns: With workers increasingly starting their social activities on Thursdays, retailers should adapt their marketing strategies and promotions to capitalise on this emerging trend, making Thursday the new Friday for retail experiences.

In conclusion, the insights gathered from the CACI Retail Briefing underscore the importance of agility, innovation, and consumer-centricity in navigating the future of retail. By staying ahead of emerging trends, embracing technology, and fostering meaningful connections with consumers, retailers can position themselves for success in an ever-changing marketplace.

1. Critical Mix for Survival

The report emphasised the importance of a diverse mix of amenities for the survival of town centres and shopping destinations. Critical components include hospitality, homes, art, culture, heritage, public realm, and notably, healthcare—an emerging necessity in urban planning.

2. Issues & Challenges

Several challenges loom over the retail landscape, including the rise of online sales, high shopping centre and retail park vacancies, economic pressures, escalating business rates, and soaring occupancy costs. Additionally, a staggering 60% of respondents believe there is an excess of retail space, underscoring the need for strategic realignment.

3. Shopkeepers Campaign

The Shopkeepers Campaign highlights the plight of local shops burdened by exorbitant business rates—a significant factor contributing to closures, job losses, and the erosion of community ties. This grassroots initiative advocates for long-term reforms to alleviate the financial strain on small businesses.

4. ESG Considerations

Environmental, Social, and Governance (ESG) factors are increasingly shaping urban planning and development strategies. Addressing the climate crisis, promoting social impact, and enhancing sustainability are integral to future-proofing our built environment. While progress varies, there is a growing emphasis on ESG integration and reporting.

5. Future Prospects

Despite prevailing challenges, there is cautious optimism about the future, with 42% of respondents expressing confidence in the prospects ahead. The focus is on powering up Britain through strategic placemaking initiatives that foster economic growth, community well-being, and environmental sustainability.

Case Studies in Future-Proofing

Two exemplary projects highlight innovative approaches to revitalizing urban spaces:

In summary, the lessons learnt from the Lambert Smith Hampton report emphasise the necessity of flexible approaches and teamwork to manoeuvre through the changing dynamics of towns and shopping centres. Through the adoption of innovation, sustainability, and community involvement, we can mold durable and flourishing urban spaces for future generations.

Although this represents a significant portion of the consumer population, the majority (53%) seem comfortable with the idea of having fewer ‘human’ interactions and hanging out with ‘bots’ on the regular! According to Mintel’s research, “Young, single people in China are

finding solace and companionship with AI chatbots, documenting their ‘romances’ on social media and describing in vivid detail their unusual correspondence with the near-human ChatGPT”.

While this may be taking AI engagements (see what we did there?) to the extreme, it underscores a shifting tide, with a growing number of consumers becoming accustomed to AI, even using it as second nature.

So, what does this all mean?

With almost half of UK consumers apprehensive about frequent AI interaction, a significant cohort still values a personalised, face-to-face service and the ‘human touch.’ This presents a unique opportunity for shopping centres and marketers to tailor messages that resonate with these preferences. But to keep pace with AI adopters and promoters, they must also explore innovative ways to incorporate this technology into their sales and marketing strategies, driving results in the phygital (physical plus digital) age.

By striking a balance between the concerns and benefits of AI, shopping centres and marketers can develop nuanced, inclusive strategies that resonate with audiences on both sides of the fence, addressing their individual preferences and sentiments regarding this technology. Here are some ideas on how this could be achieved…

Smart Navigation Systems:

Instead of offering ‘static’ maps on their websites, shopping centres could develop AI-driven maps with navigation systems to help customers find specific stores or products. The AI-powered map could also provide real-time directions and information about ongoing promotions, as well as drive people to low-footfall areas. 

Language Translation Services:

Using AI-driven language translation services would provide greater assistance to visitors who speak different languages, enhancing accessibility and inclusivity. Implementing language translation services within a shopping centre could involve introducing digital signage, interactive kiosks, and mobile apps. Multilingual signage and dynamic kiosks equipped with language options would assist visitors in navigating the centre, while mobile apps would provide on-the-go translations for store directories and event details. Customer service desks could provide tablets with translation features to enhance communication with multilingual visitors.

Online, shopping centres could enhance accessibility by offering a multilingual website with a language selection option for users. Live chat support with real-time translation capabilities would ensure effective communication, while language preference settings on user profiles would dynamically adjust online content based on individual language preferences. Virtual assistants integrated into the website could further assist customers by providing information, answering queries, and facilitating online transactions in multiple languages. 

This comprehensive approach ensures a seamless and inclusive experience for visitors both within the physical shopping centre and on its online platforms.

Enhancing Accessibility Through AI:

I love how Danish tech start-up, Be My Eyes, has incorporated OpenAI’s GPT-4 into its

eponymous mobile app to create a virtual visual assistant for blind and partially-sighted people that can generate spoken words from images. This transformative technology could be utilised by shopping centres to greatly enhance accessibility and engagement for individuals with visual challenges within shopping centres. With regards to store images, for example, this technology could be harnessed to provide detailed spoken descriptions of store appearance, store locations, store layouts, products, and promotions. This would not only enable users to independently explore stores and identify products but also ensure a more immersive and inclusive shopping experience.

Chatbots to Drive Event Attendance:

Implementing an AI-powered chatbot to a shopping centre’s events page on the website would be a strategic move to enhance visitor engagement. The chatbot would serve as a real-time assistant, offering valuable information about upcoming events, answering queries, providing event recommendations, and guiding visitors through the details. This interactive tool would not only streamline the user experience but would also help boost event attendance by ensuring potential attendees have all the necessary information at their fingertips.

Immersive Shopping Centre Trails:

AI could be used to significantly elevate traditional shopping centre trails by introducing an augmented reality (AR) experience. This would entail overlaying digital information onto the physical environment to create innovative trails where participants use their smartphones to unlock virtual clues, hidden messages, and interactive encounters with seamlessly integrated digital characters. This approach would not only boost engagement but also deliver a genuinely immersive and interactive experience for visitors, injecting excitement into their journey through the shopping centre and leaving them with an appetite for more. 

AI-powered Predictive Maintenance:

Another impactful application of AI for enhancing emergency response in a shopping centre is the use of AI-powered predictive maintenance for critical infrastructure. By analysing data from various sensors and systems, AI algorithms can predict potential failures or issues in essential infrastructure components such as elevators, escalators, fire suppression systems, and power supply. Proactively addressing these issues before they escalate can prevent disruptions during emergencies, ensuring that crucial facilities are operational when needed most. This predictive maintenance approach contributes to the overall resilience and preparedness of a shopping centre during emergency situations. From a marketing and communications perspective, these are strong, positive messages that can be shared with shoppers to increase their confidence in a centre and promote a sense of comfort and happiness while visiting. 

Now For The Lowdown…

AI can – and is already – being used to enhance customer experience, both physically and digitally, and has enormous potential to link these two worlds to the advantage of retailers and consumers. But, at least for now, AI remains a step behind when it comes to being ‘human’ – something felt by just under half the UK population, who are fearful that it will remove interactions with ‘real people’. It is therefore down to us, as marketers, to inject a ‘humanness’ into this technology so that as many people as possible can access and benefit from its uses.