How Google My Business kicked off a sneaker store's online sales
After making its mark as the first women's-only sneaker store in the UK, pam pam sought to conquer new ground. Its curated product selection filled what co-directors Rio Holland and Bethany Heggarty identified as a niche in the market: stylish yet practical activewear for women. When the business began to expand in 2015, the challenge was to take pam pam's unique vision online – with a little help from Google My Business.
Setting up a Google My Business listing boosted the business's local ranking on Google, meaning shoppers were able to discover pam pam by typing in key terms like ‘trainers' and 'activewear'. With product images on the listing, shoppers could immediately get a sneak preview of the sneakers' style before they even clicked through to the website. And for those who liked what they saw, a pin on Google Maps made it easy to pop into the store to try the shoes on for size.
Building an online client base beyond the Brick Lane shop has helped special releases to sell out entirely – sometimes within minutes. Meanwhile, a prominent Google profile increases pam pam's global brand awareness, strengthening its position in the market as a reputable business. Now, pam pam's co-directors know where to invest: in its website, Google Ads and the online shopping experience for its loyal customers around the world.