Managing Main Streets in the Digital Age

For as long as man has walked the planet, we have continued to evolve. Through his research, Charles Darwin demonstrated what we all now know is a simple, logical principle. Whether we call it “natural selection” or “survival of the fittest,” one thing is certain: in order to survive and flourish, we must evolve and adapt. How has your Main Street evolved over the past several years?  How will it evolve and grow in the years ahead? Welcome to the digital age.

Fortunately, over the past decade we have seen a more positive trend for Main Street America and a continuing revival of downtown communities across the country. Paradoxically, the same technological advancements that have driven instantaneous worldwide communication, access to an ever-expanding online marketplace, and constantly evolving social media channels — these seemingly anti-Main Street forces — have also left us hungry for face-to-face social interaction. And this interaction comes in the form of exploring the renaissance of our town centers, an increasing interest in the importance of locally sourced ingredients and farm-to-table dining, and an appreciation of small retail shops and their owner-experts over big box volume discounters. Have you seen any large enclosed malls being built recently?

Whether it is a unique bed and breakfast getaway in lieu of a hotel chain room commodity, live music on the square instead of a packed arena and overpriced concessions, or simply a window-shopping stroll in a welcoming Main Street community, people across the country are recognizing the multiple benefits of shopping local. And as our revitalized town centers offer interesting new residential options, so much the better!

But of course, there is always that darn comma. You know — the one that comes before the inevitable BUT.

We have been a mobile society for decades, but today’s mobility means much more than the way we move from one place to another. It also includes how and where we access information. In 2015, Google announced that for the first time, searches on mobile devices surpassed desktop queries. Before the end of last year mobile searches had increased to 60%. In fact, late last year Google announced a “Mobile First Index” initiative to index and rank pages on the mobile version of a web page, as opposed to the desktop version. And by the way, Google drives 94% of mobile search traffic, followed by Yahoo at 4% and Bing at 1%.

So what does that mean for Main Street managers? Simple: if your Main Street and local businesses don’t appear prominently on mobile devices, you don’t exist. Rest assured, your customers aren’t sitting at home “old school” style, looking to see what’s happening in your community. They are on their way or already there. They want to know everything going on, where to park, what events are happening, where they should shop, eat or be entertained. They want to know the “don’t miss” local attractions. They are more likely to visit area parks, lakes and recreational facilities. And you already know that millennials have surpassed baby boomers. So one thing is absolutely certain: the trend and pace of change in favor of mobile devices will only increase.

What other trends and predictions will require Main Street managers to react and stay ahead of the curve in the digital age? Here are just a few:

Getting there. Think about it. While you can’t control the transportation system serving your Main Street, you can certainly support it. Do Uber and Lyft drivers have easily identifiable, well-lit central pick up and drop off areas? Guess what? If dozens of visitors have no clue where to park, will they eventually stop looking and just move on? Are there convenient “last mile” connections for public transportation to get people from rail stations and bus stops all the way to your front door? Is Zipcar in your area? Are there secure bike-friendly parking areas or bike sharing services available?  What about special event and pedal-shuttles?

EV’s are here to stay. As sales of electric vehicles (EV) continue to rise and auto manufacturers add dozens of new models, is your Main Street EV friendly? EV owners seek out communities with available charging stations and use a variety of mobile apps to find them. If you don’t think this is a big deal — think again! Are there grants, rebates and tax incentives available for your City? Don’t be the last to take action on this accelerating trend. Who with the City will work with you to champion this cause?

Mobile payment. According to International Data Corporation statistics, in 2017 payments made through mobile devices will top $1 trillion, with the U.S. lagging far behind Asia and other countries. In 2016 almost 68% of China’s mobile phone users used mobile payment options. Since we have always had a comprehensive payment processing system for debit and credit card transactions, the U.S. has been slow to adapt to “mobile wallet.”

As you are no doubt wondering what all this has to do with your ability to manage your Main Street, consider this. Your merchants may well be satisfied with the method they currently use to process payments, and I do not suggest you can or should try to change that. (Here comes that “but” again.) But I know you would agree that as mobile wallet technology becomes more of an accepted way of doing business, you don’t want your Main Street to be left out. So for now, monitor the developments and share your findings with your merchants. This trend will accelerate quickly.

Digital Visibility. Your Main Street’s digital footprint is essential to telling the story of your community to a worldwide audience. If a Google search for your Main Street doesn’t place you in the first few search results or, even worse, not on the first page, you don’t exist. Your ideal digital presence would be a first position result listing for your website, with Facebook and other social media listings immediately below that. You’re not expected to be a search engine optimization expert, but you sure better consult one, or your story will never reach your audience. And of course your website should link to your social media channels and vice versa. Occasionally be sure to check to see how your local businesses appear in Google maps — an important way for more than 1 billion users to find your Main Street.

Needless to say, there are numerous other trends that impact your Main Street every day and many more lie ahead. Main Street managers wear many hats, and monitoring changes in technology, transportation, lifestyle and so many other factors is an arduous task. We live in an information age, and that information is now in the palm of our hand.

Is your Main Street ready for the digital age?

 Dr. Ron Cook is co-founder of distrx, a mobile app designed specifically for Main Street communities, listing all accredited Main Streets. A frequent speaker at state Main Street conferences and recognized technology expert, Dr. Cook was previously a university professor and Dean, focusing on innovation and entrepreneurship.