Google's take on the high street

by Natasha Christou Digital Marketing Consultant

There’s no denying that the high street has experienced some challenges in recent months. In 2018, Toys R Us and Maplin stores were vacated, and trade ceased. Even the infamous discount stores did not survive unscathed, as Poundworld closed its doors for the last time.

As well as this, almost 30 chains across the country went into liquidation. Music retailer HMV seem to have set the tone for 2019, being the first to announce that they were facing financial difficulties earlier this year — although they were later saved by an external investor. However, the same cannot be said for Debenhams who recently announced countless store closures.

But what does the digital world currently look like for businesses? Reports have suggested that online sales in retail have more than tripled in the last 10 years, with online spending equating to 18% of all sales in the sector. Stock availability and an extensive range of delivery options are partly responsible for the surge in e-shoppers, with supportive user journey’s and simplified checkouts sealing the online splurge for many.

In the next 10 years, we could lose the high street for good. But could retail find an unsuspecting ally in digital marketing with the assistance search engine giant, Google?

Greater possibilities with an omni-channel agenda

Omni-channels will be the way forward, as consumers crave a bit of everything. Although this may sound difficult to implement, London start-up Near St has digital displays of their products from shops and making them available online. It will enable shoppers to visit the store online prior to them taking to the street, saving time and avoiding any wasted journeys.

Locking down local customers

Google My Business is something that every brand should take advantage of, as it offers free advertisement when local searchers are looking for a business similar to yours. Almost half of all Google searches last year had local intent, showing the necessity for the service.

Understanding the retail scene

The task at hand for the high street is to optimise customer experience, making it feel as convenient and straight-forward as online shopping. Companies such as Marks & Spencer and EE are already acknowledging the shift in value of the in-store experience, while technologies such as AR and VR are becoming increasingly commonplace, with Google’s own product ‘Google Cardboard’ pioneering the integration of simulated reality in retail.

It’s time to step up and save your brand. Prove your capabilities and ensure operations continue with an impactful, successful strategy.