Footfall is down on the High Street. Big-name brands are disappearing, and independent retailers find survival more challenging than ever. Rising costs, online competition, and changing shopping habits contribute to the High Street’s challenges. Still, many stores overlook a fundamental issue: poor customer service. 

While business is tricky, it’s hard to sympathise with those who complain about their struggles while neglecting the basics of good customer experience. If you want people to choose you over the convenience of online shopping, you need to give them a reason to visit the High Street. 

The High Street: A Frustrating Shopping Experience 

A recent shopping trip to my local town highlighted this issue perfectly. I visited the High Street store, which is known for its timeless clothes inspired by the British Coast, where my experience started well. The assistant was polite and engaged and helped me find a few items to try on. Happy with my choices, I decided to buy them. 

But then I mentioned that I also had an item to return. I didn’t have the receipt, but the tags were attached, and I hadn’t worn the item. Right before me on the counter was their returns policy, which clearly stated that items returned without a receipt could be exchanged but not refunded. That seemed fair, and I was happy to exchange it. 

However, the team member hesitated when I mentioned that I had purchased the item online. She apologised and explained that she couldn’t process the return because their in-store and online systems differed. I asked: “If I had told you I bought it in-store, would you have known the difference?”  She admitted that she wouldn’t. She felt she couldn’t process the returned item as she knew it was an online purchase. I politely asked if she could make an exception and deduct the value from my new purchases. She refused, explaining that her hands were tied because I had been honest about the online purchase. 

I understand she was following company policy. But from a customer’s perspective, it was one of those classic “computer says no” moments that left a sour taste and much frustration! The High Street store missed an opportunity to turn this into a positive experience. Instead, I walked away frustrated—not with the employee but with the rules that put her in that position. 

The High Street: The Hidden Cost of Poor Service

Many businesses miss the bigger picture by failing to see that a single frustrating experience doesn’t end when the customer leaves—it travels. 

Customers don’t stay silent about perceived poor experiences. They tell their friends, post on social media, and share stories in conversations. Every negative interaction chips away at a brand’s reputation, turning potential customers away before they even enter the door. 

Word of mouth is more powerful than ever, and first impressions matter. People trust personal recommendations and online reviews far more than advertising. When companies enforce rigid, customer-unfriendly policies, they’re not just losing one sale—they’re risking a domino effect of bad press that can impact future revenue.  

Incorporating social proof into your marketing strategy can significantly boost your business. Read our blog, “Customer Feedback: Boosting Sales with Social Proof Strategies,” to learn more and get a copy of our free tip sheet. 

Despite harsh retail conditions, brands and companies that get it will continue to thrive. They understand that reputation isn’t just about what they say in their marketing but also how their customers talk about them when they’re not in the room.

How to Avoid These Situations in Your Own Business 

If you run a business, here are three simple ways to avoid frustrating your customers with unnecessary red tape and protect your reputation: 

1. Empower Your Staff: Give your team the autonomy to use their judgement in situations like this. A simple, customer-friendly resolution can turn a potential complaint into a loyal customer. 

2. Review Your Policies Regularly: Ask yourself— Are your policies designed for customer convenience or just for operational ease? If they create unnecessary friction, it’s time to rethink them. 

3. Train for Flexibility and Empathy: Equip your staff with the confidence to handle tricky situations with a balance of policy and common sense. Encourage them to ask, “What would I want if I were the customer?” 

At a time when every sale and every returning customer matters, businesses must do better. Ultimately, it’s not just online competition that’s causing their decline—it’s their inability to give customers a reason to stay loyal. And once a brand’s reputation is damaged, restoring it is a long, uphill battle. 

About the author 

Paul Matthews is a CCXP Certified Customer Experience Professional and the CX Director for insight6 Sussex and Surrey.  

Paul uses his years of experience gathering actionable feedback through mystery shopping, surveys, and advanced feedback systems to help companies improve their CX. As a champion of customer-centric growth, he helps companies to win and retain more business. Paul helps his clients view their businesses from the customer’s perspective, enabling them to deliver better experiences and foster loyalty. Connect with Paul on LinkedIn. 

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