Towards rebuilding the highstreet: learning from customers’ town centre shopping journeys

Majd AbedRabbo*, Cathryn Hart, Fiona Ellis-Chadwick, Zeina AlMalak

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Patronage in town centres has been fluctuating over the past few years, indicating that consumers are buying elsewhere in pursuit of better and more fulfilling shopping experiences. This is concerning as patronage is considered an indicator of high streets vitality and viability. To help understand the changing patterns of patronage, especially related to the growth in online retail spending, this study sheds light on key touchpoints that influence the town centre shopping experience. Using the customer journey framework and drawing insights from datasets of two central UK regions, we provide new contribution to town centre research by capturing significant and specific physical and digital touchpoints in the town centre shopping journey, thus developing our understanding of the determinants of the town centre shopping experience. Consequently, this work provides recommendations for town centre management to help improve town centre patronage by developing customers’ experience with shopping-specific touchpoints.
Original languageEnglish
Article number102772
Number of pages10
JournalJournal of Retailing and Consumer Services
Early online date25 Sep 2021
Publication statusPublished - 31 Jan 2022
Externally publishedYes


  • customer experience
  • shopping experience
  • town centre
  • customer Journey
  • patronage


Dive into the research topics of 'Towards rebuilding the highstreet: learning from customers’ town centre shopping journeys'. Together they form a unique fingerprint.

Cite this