Range/Quality of Goods - 237 'Vital and Viable' Factors

As part of our series on vital and viable high streets, the High Streets Task Force is presenting 'evidence on a page' summaries of over 200 factors that influence the success of high streets. Here we address range/quality of goods: range/quality of goods refers to the range (wide vs. narrow) of retail goods on the High Street and the overall or perceived quality of those goods.

Date added 16 November 2021
Last updated 16 November 2021

The range/quality of goods available in the high street and/or centre influence the experience and visitor satisfaction of stores (Teller and Reutterer, 2008). It also influences centre image (Hart et al., 2013) and determines whether people choose to go to the high street to purchase goods. Poor range/quality of goods can result in spending leakage if it does not meet the needs of the catchment area, thus leading to a low competitive advantage compared to town centres with a good range/quality of goods. 

The range/quality of goods on offer on the high street or centre can be narrower if the place has many speciality shops. In order to ensure the range/quality of goods meet the needs of the catchment area, an audit of the town centre and the retail offer should be conducted. For example, a town centre with many national chains could benefit from attracting some independent retailers as well to increase diversity of the goods. Pricing is also an element for consideration but can be more difficult to control due to inflation and stresses the importance that the goods on offer meets the needs of the catchment area. 

Range/quality of goods is one of 237 factors that have been identified as influencing the vitality and viability of the high street.

For more information and further reading, download the pdf 'evidence on a page'. The page contains information about this factors place within the 237 factors identified and: whether it is a component factor of one of 25 'vital and viable' priorities; how the factor scores in terms of influence, place management control, and priority.

To read more about vital and viable high streets, see www.highstreetstaskforce.org.uk/frameworks/25-vital-and-viable-priorities/