As we see more and more of the big retail chains on our high streets and in our shopping centres, and fewer and fewer independent tenants, it is not hard to see why many believe one town or city is not unlike the next. So what can be done to address the issue of Clone Town Britain?

This year's annual BCSC lecture held at No.4 Hamilton Place in London addressed the subject of clone towns by looking at how a landlord, an hotelier and an architect would keep Britain's retail fresh.

David Shaw, head of retail portfolio at The Crown Estate pointed to the internet as one of the driving forces behind the changing nature of retail. Javelin figures show that five per cent of retail sales by 2010 will be carried out over the internet, but while many thought there would be a store to web transfer, in fact quite the opposite has occurred with a shift from web to store. "That is key to the retention of our customers in the medium term," said Shaw.

Looking at the regeneration of Regent Street, Shaw places a huge emphasis on getting the tenant mix right. He and his team have created a unique 'international destination' over the past five years by creating new flagship stores, while existing flagship stores have committed to store refits. Since 2002 42 new retailers have opened and demand for the space is at its highest with retailers, predominantly from overseas, looking for space.

To attract smaller retailers, Shaw also points out that the landlord has to invest in shopfits. "The thing that kills retailers is the capital they have to borrow to get a shop fit going which is money wasted because when they get rid of the lease they see nothing back," he said.

Referring to the big chain stores, Shaw said the presence of familiar big names in the tenant line-up is very reassuring for investors. "If it is the same retailers appearing again then it is reassuring for the bankers backing these schemes and the financiers financing the schemes," he says. "You have to choose the right agents and there are good agents out there that look ahead, but there are some that only look backwards."

As chairman of the West End Company, Shaw points to Oxford Street as the place to find these big chain stores but says it is so successful due to the fact they are immense stores with many being flagships.

Shaw also places emotional attraction high on the agenda and events such as the 12 Formula 1 race cars that brought the West End to a halt, film and jazz nights, Christmas lights switch on and an annual festival, have attracted people back to Regent Street. Meanwhile regentstreetonline.com, which attracts 100,000 visitors a year, allows The Crown Estate and its tenants to talk to the public 365 days a year.

And Shaw disagrees with the view of many retailers that the industry should be fighting against the internet. He said: "We should work with the internet and recognise its strengths and how it can support our business model as a destination."

Robert Cook, CEO of Malmaison and Hotel Du Vin, explained that his boutique hotels place a lot of emphasis on customer service and training is hugely important. "Too often people go to hotels with high expectations and are disappointed," he said, adding that their biggest resource is their human resource. "Every single area of management is grown from within. That's not just important for the hotel business but also for the retail business. I push very hard the people development aspect of what we do."

Cook aligns his hotels with retailers, such as Harvey Nichols, which he says suits the business. The two trade from The Mailbox in Birmingham and Cook said the location has been fantastic with ladies visiting Harvey Nichols and then coming to the Malmaison for lunch.

In locations such as Henley, Canterbury, Exeter and Chester, Cook says he has a good communication with boutique retailers. "The shops opening up next to us are young, vibrant and bespoke boutiques who have not had the opportunity before but the developer realises we attract that kind of customer," he said.

The Malmaison in Manchester opened 'on the wrong side of the track' 10 years ago, but now it is the "hottest part of the city," said Cook. "We still look at that today. We are looking at areas of regeneration to see if we can be the catalyst for it."

David Nelson, deputy chairman of Foster & Partners explored the architectural aspects that can make one shopping centre stand out from the next. He pointed out that enclosed shopping centres have replaced many of Britain's public spaces but asked: "Is this really an experience we want to perpetuate?"

Pointing to a project he is involved in in Abu Dabi - part of which is a souk and the remainder being retail - Nelson highlighted the fact people are drawn to souks when they are on holiday because the products are out on display and the atmosphere is exciting. He also pointed out that the penetration of daylight is important in the design of a building.

He said: "It's about trying to create those spaces that have existed in our cities but in a modern way and allowing them to cohabit with the world of retail."

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