Patronage in town centres has been fluctuating over the past few years, indicating that consumers are buying elsewhere in pursuit of better and more fulfilling shopping experiences. This is concerning as patronage is considered an indicator of high streets vitality and viability. To help understand the changing patterns of patronage, especially related to the growth in online retail spending, this study sheds light on key touchpoints that influence the town centre shopping experience. Using the customer journey framework and drawing insights from datasets of two central UK regions, we provide new contribution to town centre research by capturing significant and specific physical and digital touchpoints in the town centre shopping journey, thus developing our understanding of the determinants of the town centre shopping experience. Consequently, this work provides recommendations for town centre management to help improve town centre patronage by developing customers’ experience with shopping-specific touchpoints.

过去几年，市中心的顾客人数一直在波动，这表明消费者正在其他地方购买，以追求更好、更充实的购物体验。这是令人担忧的，因为光顾被认为是大街活力和可行性的指标。为了帮助了解顾客的变化模式，尤其是与在线零售支出增长相关的模式，本研究揭示了影响市中心购物体验的关键接触点。使用客户旅程框架并从英国中部两个地区的数据集中汲取见解，我们通过捕获市中心购物旅程中重要且具体的物理和数字接触点，为市中心研究做出新贡献，从而加深我们对城镇决定因素的理解中心购物体验。最后，