The digital challenge for the high street: insights from Europe.

For two decades policy makers, property owners, retailers, and academics, have been interested in the effects of the Internet for retailing, commercial real estate and shopping locations.

At the time of the rise of the commercial Internet many futurists predicted that this process innovation would decrease the role of towns and shopping areas as a focal point for consumption and human interaction. Despite the strong growth in online shopping and increasing competition form e-retailers, shopping areas are not yet obsolete.