Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
You are in: > Home > Themes

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

New mobile retail innovation for safe and smart shopping arrives in the West End

Linked InTwitterFacebookeCard
Technology is the key to getting people shopping again
Technology is the key to getting people shopping again
Sharelines

Retail landlord Grosvenor is offering mobile technology to its tenants to help them showcase their stock to shoppers in the West End

A new mobile way to shop safely in the heart of London’s West End is being funded by Grosvenor Britain & Ireland as part of a pioneering collaboration with British retail tech firm NearSt – who’s pledge is to get people back into physical retail.

 

Through the initial two-month scheme, Grosvenor’s retail tenants in destinations including Elizabeth Street in Belgravia and Mount Street in Mayfair can have their inventory promoted to local shoppers, free of charge. This is part of Grosvenor’s programme of support for retailers reopening in Mayfair and Belgravia.

 

NearSt was founded in 2015 to drive footfall to retailers and high streets by helping brands showcase live in-store inventory to shoppers searching nearby. During the pandemic, the company has seen a six-fold increase in searches for local product availability, highlighting the importance of making in-store inventory easily accessible to customers.

 

Unlike normal Google Ads, the technology enables retailers to promote all products that are in stock and on shelves to nearby customers who are searching for them.

 

In addition to a top-ranking Google Search result, retailers are provided with intelligence to help them understand local demand. In week one, products from the first 3 brands on NearSt were seen by almost 15,000 shoppers searching locally.

 

This is the first time a landlord has partnered with NearSt to bring its technology to market and drive footfall to specific retail destinations.

 

Amelia Bright, Executive Director of the London Estate, Grosvenor Britain & Ireland explains: “Technology is integral to the best shopping experiences and retail destinations. Visitors and workers are coming back to central London but with transactions in mid-July down 60% compared to January for apparel shops we must innovate to help retailers recover.”

 

She adds: “Supporting brands and their connection with new customers is just one of the ways we are seeking to recast landlord-tenant relationships as a partnership, with both sides invested in the others success.”

 

 

How NearSt works (Image: NearSt)
How NearSt works (Image: NearSt)

Brands live on NearSt include jewellery designers VICKISARGE, Elizabeth Gage and Hirsh London, children’s clothing boutique Pepa & Co, design label NRBY, retail movement 50m and fragrance brand Jo Loves.

 

Jo Hooper, Founder, NRBY Clothing says: “NRBY provides contemporary, comfortable clothing for home and nearby. So NearSt’s principle of finding a business close to you, quickly and easily, really resonates with our “local” approach. Along with the desire to find what you want, when you want, comes the desire to shop more sustainably, locally and to support small businesses.

 

“Although it’s early days, Grosvenor’s partnership with NearSt shows the beginnings of a move in this direction - online shopping is not the only solution for shoppers these days, and there has to be a recognition of the impact of home delivery and how we can combine convenience with sustainable shopping options. Through its investment, Grosvenor can help us with the priceless experience of face-to-face service in building our business.”

 

Nick Brackenbury, Co-Founder & CEO at NearSt comments: “As socially distanced shopping becomes the norm, helping retailers easily and safely attract local customers will be essential for success. Our partnership with Grosvenor shows the incredible impact that’s possible when a world-renowned landlord focusses their resources on technology that can drive more customers to shop locally. We’re excited to be collaborating with Grosvenor on this innovative partnership and helping get more customers back into local shops.”

 

Almost two thirds of retailers on Grosvenor’s estate are independent or smaller brands, offering specialist products and services. Recently, the business has worked with them to innovate a range of no or low-cost solutions to enable them to operate more smoothly.

 

This includes a Retail Concierge Service, developed after research highlighted common obstacles in setting up a first physical store. The free service enables retailers to open and trade sooner avoiding costly mistakes or over runs.

 

The programme follows the recent announcement of Grosvenor’s funding of an extension of the Eat Out to Help Out scheme in Mayfair & Belgravia in September to support food and beverage tenants.

Linked InTwitterFacebookeCard
Add New Comment
You must be logged in to comment.

The InternetRetailing Newsletter

A curated update containing news analysis, reports, podcasts and opinion - completely free and delivered three times weekly

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter