You’re losing in-store footfall to Google’s algorithm, here’s how it works

When today’s shoppers want something, they don’t head straight to the high street; they search.

The new store window: search

Whether it’s a spontaneous search (“Buy phone charger near me”) or part of a planned purchase, the majority of offline shopping journeys now start online. In fact, ‍81% of retail shoppers conduct online research before buying (GE Capital).

This isn’t just digital behaviour. It’s dictating physical footfall.

Google, originally focused on organising the world’s digital information, is now
influencing physical retail in a very real way. Its algorithms now decide which stores get seen, which products appear nearby, and which retailers win local shoppers.

Yet despite this massive shift, most retailers are underperforming, not because of price, product, or even proximity. But because Google can’t see them.

Local search isn’t browsing. It’s buying intent.

When someone searches “denim jacket near me” or “toys in stock open now”, they’re not browsing; they’re ready to act.

These are local intent searches, they now account for nearly half of all Google searches. Critically, they convert fast: 76% of people who search for something nearby visit a store within a day (Google).

Here’s how Google decides what to show:

• Stock availability - Can you prove the product is in store now?
• Proximity - Are you physically close to the searcher?
• Relevance - Do your listings match what they’re searching for?
• Credibility - Are your reviews, hours, and profile up to date?

The result is what shows up in a number of places, including Google's “local pack” (see image below). And this isn’t just more paid shelf space - it’s a live, organic, competitive channel for in-store footfall.

The retailers winning search don’t spend more. They structure better.

This isn't about bigger budgets. It's about smarter data.

The best-performing retailers today treat Google like a live storefront. They feed it structured, real-time data that aligns with how the algorithm works.

This allows them to access two key tools:

1. Local Inventory Ads (LIA) (see image right): A type of Google Shopping ad that shows real-time stock and store details to nearby shoppers. It appears right at the top of relevant searches.
2. See What’s in Store (SWIS): A feature that integrates directly into Google Business Profiles, letting shoppers browse actual in-store inventory.

Case study: How The Entertainer beat Argos in local search

The Entertainer had a problem. Despite having 160+ stores, they were losing out on footfall. Not to competitors with better prices or locations, but to those who were simply more visible online.

Their fragmented systems couldn’t surface reliable stock data across all locations. That meant Google couldn’t prioritise them in local results.

After partnering with NearSt to unify their product and inventory data, the impact was instant.

“Local customers are finding our stores more often in search, and we’ve leapfrogged our competition in local results for dozens of customer missions. NearSt helped us deliver real-world results.”

- Malcolm Carter, Digital Director, The Entertainer

The impact:

• 163% increase in top 3 Google local search rankings
• 18x boost in store visibility across Google surfaces

Structured data beat better-known competitors. Because Google doesn’t just reward size, it rewards data.

To learn how The Entertainer transformed their local visibility to drive real-world footfall, explore the full case study here.

What’s next: From typing to snapping to speaking

Winning retailers aren’t waiting

The most forward-thinking retailers don’t just appear in local search. They engineer their presence there.

They know that in a world where discovery happens online but purchases happen in-store, local visibility is infrastructure. Not a marketing add-on.

These retailers are:

• Integrating live in-store inventory with Google and other search platforms.
• Optimising their Google Business Profiles for accuracy and relevance.
• Using tools like Local Inventory Ads and See What’s in Store to show up when it matters most.

The result? They meet high-intent shoppers at the exact moment they're ready to buy, winning shoppers before their competitors even appear.

As visual search, voice assistants, and AI-powered results continue to reshape discovery, showing up early and often in local search is becoming the new battleground for footfall.

Who is NearSt?

NearSt helps retailers connect their in-store inventory to Google, Facebook and more, so when local shoppers search, they find you first.

We take care of everything: structured product feeds, platform integrations, and ensuring your stores stay competitive in every local search.