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In fact, The Digital High Street 2020 report found that many local businesses are missing a trick by not keeping up with the modern shopper, who is now leading the way in multichannel shopping.The future of retail is being shaped by behavioural and technological demands. With the growing number of independent workers ? freelancers, contractors, and temporary employees ? there is an increasing number of bookshops that now feature coffee/work spaces, providing an extra offering to suit consumers? changing lifestyles. The same applies to electronic shops, where you now have access to expert advice on what product to choose. Consumers have come to expect more; we now want to browse and buy on the go. We expect our orders fulfilled smoothly, and we expect our favourite brands and stores to keep up with evolving technologies. We believe independent boutiques should not be missing out on the online retail growth opportunity. Our platform provides a ?value added experience?, offering truly unique products. We even offer a one-hour shuttle delivery in London, a service that rivals the likes of Amazon and is quicker than every high street chain, but delivers products from some of the best independent boutiques. For retailers, the needs of consumers are ultimately what will decide the future trajectory of high-street stores. As a business, the way we adapt, as is reflected by Trouva?s digital-first strategy, is the only thing that will enable a business? survival in the modern retail market. Ultimately, in the future, we see the worlds of offline and online inherently a merged universe. Companies will need to simultaneously be global and hyper-local, creating an interesting multichannel outlook for consumers. Mandeep Singh is co-founder of Trouva
Trouva was previously known as StreetHub, but rebranded with ?1.7m from Secret Escapes and ASOS investors in October.
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