SWINDON ranks as one of the country’s most modern high streets, according to a new poll.

The town made the top three in the nationwide survey that asked small and independent retailers how they used new technology.

UK high streets are facing major changes in the way consumers do their buying with few people carrying cash and more customers using the internet.

Swindon is ahead of cities like Manchester, Leeds, Birmingham and even London in the 'High Street to iStreet' survey carried out by payment processing firm Worldpay.

Nearly half the businesses that responded to the poll suggested technology could get in the way of providing a personalised service to customers, while just over two thirds said it posed a significant threat to their survival.

But in Swindon independent retailers were more enthusiastic about using new technology.

Dave Hobday, UK managing director of Worldpay, said: “As far as retail and technology are concerned, the time for wait and see has gone.”

Last year’s High Street UK 2020 report for the Institute of Place Management warned that retailers who failed to meet customers’ digital expectations risked losing a combined £12 billion in sales every year while investing in the technology could unlock a combined £18.8bn and reduce costs by up to a fifth.

“What we’re seeing in Swindon serves as testament to the incredible innovation taking place among small and independent retailers, many of whom are embracing new technologies to offer the kind of flexibility and experience modern shoppers demand,” said Mr Hobday.

“But we know that some small business owners are still struggling to adapt.

"Our 'High Street to iStreet' campaign is about making sure every small and independent retailer across the UK understands how technology can help them grow as part of a modern and diverse High Street.”

Kevin Gwilliam, from Thames Valley Chamber of Commerce, said: “I think independents have to embrace change.”

The high street was going down the route of click and collect with contactless payment. Fewer people were carrying cash and retailers who weren’t prepared for that would lose out.

“I think personally you have to embrace internet sales – and we are currently embracing it as a centre, he said.”

Mr Gwilliam, who manages the Brunel Centre, which recently welcomed three small traders and is negotiating with more, said Swindon had a growing number of independent shops.

“Towns are switching on to the fact that they need independents to help fill the voids,” he said.

Tunbridge Wells topped the poll, with Ipswich in second place.

Further north there is more resistance to change. In Scotland, more than a quarter of retailers said they had not invested in technology to offer online sales or improved customer experience.

Retailers in the Midlands were the least likely to have built a website or to have used social media. Respondents north of Watford Gap were also far more likely to be cash-only businesses than those in the capital and across the south of England, where business owners offered the greatest range of flexibility in terms of payment options.