Fit-out firms urged to meet online challenge

Fit-out contractors will need to think more about delivering a 'wow factor' and 'retailainment' for clients in response to increased competition from online shopping, according to fit-out specialists Morris and Spottiswood.

Chris Saxton, a managing director at Morris and Spottiswood, said: "Shopping is increasingly becoming a social and leisure pastime and we are seeing a steady rise in demand from retailers looking to redesign and revamp their stores to accommodate a range of in-store entertainment activities (retailainment) aimed at keeping customers shopping longer by making the experience fun and engaging for the whole family.

"Far from spelling the death knell for the high street, for many businesses the growth of internet retailing has provided a real opportunity by making it even more essential that they have a high-street outlet providing an effective showcase for customers to touch, feel, sample and test-drive their product."

[Contract Journal, 17 January 2007, p 4]