How search engines such as Google can save our high streets.

In recent years, Brits have come to terms with the fact that our beloved high streets are fading. They have sadly suffered from extreme pressures. 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.

Last year, 28 multi-retail chains closed their doors. 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.

Reports have revealed that online sales in retail have more than tripled in the last 10 years. Online spending equated 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.

By 2030 though, the high street could cease to exist. But could retail find an unsuspecting ally in digital marketing with the assistance search engine giant, Google?

SEO agency, Mediaworks, takes a closer look…

An insight to the sector

Is there a way to save the street? The task at hand for brands to optimise the customer experience in-store, 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.

The introduction of omni-channel solutions

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. Furthermore, companies like Maplewave are helping telecommunications retailers by providing them with software and retail optimization services to solve challenges met in the retail environment by enhancing the customer experience.

Building relationships with locals

Almost half of all Google searches last year had local intent, showing the necessity for the service. 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.

Building an experience

By using analytic tools in methods such as email marketing, brands are creating closer bonds with their audiences, giving them only the information that is useful to their individual preferences. Tiffany & Co, the coveted jeweller opened a new store in Covent Garden and they truly rejuvenated the concept of a physical store, by breathing a new lease of personalised features to support their luxury products. Their ‘Style Studio’ showcases more than just the infamous duck egg blue boxed sterling silver pieces, as Tiffany produced a whole range of homeware and accessories to complement and expand upon their audience, drawing in new customers in with their #MakeItTiffany tagline. As well as the classic personalisation station where items can be engraved, the store décor used consumer analytics to determine whether the interior would appeal to a younger clientele.

The question remains: how will you save your brand?

Phoebe Leylanis a copywriter, a content writer and web content optimiser, Ms. Leyland has built a strong foundation in writing as a graduate from the University of East Anglia, with an undergraduate BA hons in History and Politics and MA in Marketing