Leigh Dennis RIBA, Executive Director, Callison RTKL London
Online sales as a % of total retail sales hit 21.5% in the UK (source ONS) in December 2018, up 2% YOY. This is almost double the ratio in North America, and three times the ratio of Central Europe. At the same time London is seeing a surge in ‘channel hopping’, with many online retailers embracing physical and many established bricks retailers embracing ‘intensive activation’. There are some 45 e-tailers making or having made the move into physical experience, in London. In October 2018 Leigh attended a retail dinner in London, and found himself sitting next to an executive from the digital only retailer ‘notonthehighstreet.com’. The executive proceeded to describe the NOTHST.com 2019 strategy of physical activation, starting with small events, kiosks and pop-up stores.