A new digital platform aimed at reviving high street shopping has launched nationwide.
Following a successful pilot scheme, this platform seeks to bring the local high street experience online, increasing visibility and engagement for retail and hospitality businesses.
Digital Platform Transforms High Street Retail
A digital platform bringing the high street online has launched across the UK. Originating from a pilot in the North West, it recorded 1.4 million views of local high street offers and events. Now, it aims to increase footfall and spending in both the retail and hospitality sectors.
Businesses such as shops, bars, and restaurants can now promote their offers and events locally through this digital innovation. The goal is to make the high street visible online and enhance local online visibility.
Performance and Reception
During its trial, the platform outperformed major online advertisers. It achieved a click-through rate of 3.9%, surpassing Google’s 3.1% and Facebook’s 0.9%. Feedback from users was overwhelmingly positive.
Cate McNeil, who used it to promote Christmas markets in Blackpool, stated, “It brought us far more visitors than the other local and national websites and directories. My event was a huge success with over 700 adults and 300 children attending.”
User Engagement and Incentives
The platform also offers a unique ‘high street hero’ programme where users can create profiles for their favourite local businesses.
Participants in this programme can receive exclusive discounts and rewards. For example, they might earn up to £10 for purchases or receive a gift. Simultaneously, the participating businesses benefit from free advertising worth £25.
This strategy effectively encourages community participation and local shopping.
Collective Promotion and Advertising
The platform aims to replicate the success of online giants in other sectors, such as takeaways and hotels, by harnessing the collective power of retail and hospitality brands.
This approach enables businesses to share daily promotional messages, exclusive offers, and upcoming events. Customers can easily access information on new menus, products, or local entertainment.
The goal is to enhance the customer’s experience by providing a comprehensive and convenient overview of local high street offerings.
Community and Business Collaboration
Businesses can refer neighbouring businesses to join the platform. Both parties receive extra free advertising, thereby doubling the promotional efforts and increasing footfall.
The collective online presence strengthens the marketing force of both chains and independent businesses. It leverages unique local flavours, creating a powerful corridor of attraction for customers.
Customers can find comprehensive information in one location, with the option to visit the shop’s website or order online if they prefer.
Funding and Support
Since its inception, the platform has garnered significant support and funding. Initially backed by Ordnance Survey’s Geovation, it has also received $120,000 in support from tech giants to further develop its national platform.
Chris Parker of Ordnance Survey’s Geovation noted, “Your local community is something you cannot buy online, and your high street is a big part of it being a successful one.”
This substantial financial support underscores the platform’s potential to make a meaningful impact on local high streets across the nation.
This innovative platform offers a comprehensive solution for boosting local high streets by marrying the digital and physical shopping experience.
With robust support and proven success metrics, it is poised to make a significant impact on communities across the UK.