Brighton’s independent retailers ignoring digital opportunities
Brighton’s independent retailers are struggling to embrace digital technologies across the city, which is leading to fewer sales.
A study from thomsonlocal’s business data, named the Brighton Digital Cities – Retail Report, used data from their independent retailers to look at the main digital elements that help boost online retailer’s sales.
The research assesses whether retailer’s websites offer an option to purchase directly from their sites, if the website is designed to be viewed on any mobile device and how often the website has been shared on social media sites.
The UK’s local marketing company analysed 1,867 businesses that had a BN postcode and discovered up to 80% of local independent retailers are not trading online.
With an average person in the UK now spending over £1000 a year online, Brighton’s independent retailers are really missing out on valuable sales opportunities.
Local independent jewellery retailer, Posh Totty, is a shining example of a business who has embraced digital customer experience.
Their site utilises professional photography to showcase their jewellery collections, they offer customers the option to browse the site as a guest instead of logging in as a regular.
This is a great way to reduce the customers abandoning their virtual shopping cart.
Mobile devices
An area overlooked by local independent retailers is mobile devices, as only 16 percent of the sites analysed have been built with them in mind.
Recent studies have shown that around 70 percent of the UK population own smartphones and that 50 percent of those people make purchases with their phones.
This is an area that Brighton’s independent retailers cannot afford to ignore.
Choccywoccydoodah, Brighton’s famous chocolaterie, is a great example of a retailer seeing the potential in offering a seamless user experience to mobile users.
Jane Byrne, Head of Marketing for thomsonlocal Data Division, said: “Digital engagement is crucial for retailers as it offers opportunities for new business.
“With the retail sector under pressure from uncertainty and falling sales, local retailers cannot afford to ignore their customer’s digital experience.”
Social media
thomsonlocal also looked at how often local retailer’s websites had been shared across the UK’s most popular two social media sites: Facebook and Twitter.
Results showed that there is much room for improvement for online retail businesses in Brighton to increase their presence on these social media sites.
The research shows that local retailer websites who’s sites work on mobile devices and offer a direct sales option to their customers, have more social shares.
Only four percent of the sites reviewed had websites with both mobile and e-commerce capabilities and unsurprisingly these sites had a much higher than average number of social shares.
thomsonlocal’s study found that on average sites had 23 Facebook Likes and seven Tweets but those sites with e-commerce and mobile designs had on average 61 Likes and 27 Tweets, a considerable improvement.
When it comes to Brighton retail businesses and social media, fashion retailer Peggs & son, is leading the way. They have accumulated over 10,000 fans on Facebook and over 2,400 followers on Twitter.
They regularly use social media to run competitions, promote new products, and answer customer questions.
Brighton’s digital prowess
Brighton, considered by the Government as a major tech city, is home to over 2,500 digital and technology companies, the biggest cluster per head in the country.
There is also a high-level of residential use with over 80 percent of homes having a fixed broadband connection, the highest level in the country.
With statistics like this, Brighton’s local retailers are failing to tap into opportunities right on their doorstep, they must address the needs of customers quickly.
By Ceirney Eddie
