Just a few years ago, the business forecast for high-street retailers was looking increasingly grim. As online sales grew, and physical sales declined, it seemed only a matter of time before deserted town centres became the norm.

Although some companies did suffer, thankfully the apocalypse failed to happen. Instead, savvy retailers actually used online technology to increase their physical store visits and profits.

If you are looking to be a successful high-street retailer in 2017, here are some ways technology can boost your sales:

Be Visible

Nowadays, the local business directory is obsolete. If you want to be found you need to also be online. Obviously, a website and Facebook account are essential, but you will need to work harder than that for people to get to know your business!

Make sure you register your company and services with all the major search engines and directories. Remember not to just copy and paste your details from one site to another, Google and your customers like to see a bit of originality!

Here are the main places you need to be seen:

• Google My Business

• Bing Places For Business

• Yell

• Thomson Local

• Yelp

In addition, search online for business directories that are in your location. Be sure to register with the top 3 search results.

Leverage Social Proof

Who purchases in 2017 without reading a review first? Not many!According to the latest research, 92% of people look at online reviews before buying from a local retailer. That means you have toget busy building and maintaining your reputation.

Ask satisfied customers to leave you a Facebook or Google review - the sooner you improve your social proof, the quicker more people will visit you. A good amount of positive feedback can also help you climb the Google search rankings. However, if you try and fake it, the opposite can occur.

Try Facebook Advertising

When used properly, Facebook adverts can be an affordable and effective way to drum up business and promote any sales you have running. In comparison to Google AdWords, Facebook is usually cheaper, so can be a good first option at using paid online marketing.

They have a number of advert types that are an excellent fit for local business. Directions to your store or a phone call button are just two options that are available. Check out the Facebook Adverts Guide for more information.

*TIP - 'store visits' and 'reach' are generally the best local performers

Create A WhatsApp Group

One highly-effective, but under-utilised way to interact with customers is through WhatsApp. Imagine having the ability to direct message clients with your latest deals and special offers! No longer would you have to rely on hoping that people see your latest Facebook or Twitter post.

Setting up a WhatApp group is simple, and you can then generate an invite code to give to any interested customers.

A good way to initially encourage people to join the group is to give them a discount - '10% offyour first purchase when you join our exclusive WhatsApp Group'. Thereafter, you have a direct communication tool with your client that can bring a host of benefits:

• The opportunity to up-sell - 'your item is now in stock or we can deliver for an extra £5?'

• Increase sales by offering discounts on slow trading days

• Build a reputation for excellent customer service to gain repeat custom

• Reduce reliance on paid apps or marketplaces (e.g. Just Eat)

When you combine all the methods mentioned, and apply them over a medium to long term timeframe,you are bound to enjoy the advantages technology can bring your business.

We supply quality retail premises across the UK, and currently have some fantastic opportunities in Greater London and Nottinghamshire. Is it time you used technology to build a successful retail business?

-  Pall Mall Estates have a wide range of low cost commercial properties across the UK. Take a look at our available spaces here or get in touch with our experienced team here.

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