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As of this Monday [26 October 2026] Oxford Street will be pedestrianised, marking a new chapter for one of London\u2019s most well-known shopping hotspots.<\/p>\n
An initial report and assessment suggests that this pedestrianisation is expected to drive an annual sales growth of 5 per cent to 10 per cent, generating approximately \u00a32.8 billion in cumulative additional revenue.<\/p>\n
While the move creates new opportunities for retailers and hospitality outlets to attract visitors and encourage them to spend more time exploring, the increased footfall alone will not guarantee commercial success. The challenge is to attract consumers and turn their visits into sales, writes Charlie Terry, Founder of CEEK.<\/p>\n
As the changes begin to take effect, businesses have an opportunity to rethink how they attract customers and what would make them want to come in the first place. Consumers are increasingly discovering brands online before they even engage with them in person, therefore connecting the digital marketing strategy with the physical experience is essential.<\/p>\n
By building awareness before customers arrive and delivering an experience that meets with their expectations, businesses can make the most of Oxford Street\u2019s pedestrianisation and turn increased interest into lasting customer relationships and returned visits.<\/p>\n
The battle for attention starts at home<\/strong><\/h3>\nFor retailers and hospitality businesses, attracting potential customers through the store doors starts long before they arrive there.\u00a0 Most people are online, whether it is using social media or just the traditional web, they form an impression of brands and businesses along Oxford Street before they have even left their house.<\/p>\n
Therefore, for those brands, the key is understanding what customers want and making sure they are at the front of mind when consumers decide where to shop, eat and spend their time. This makes them part of the customer experience before it has even physically started.<\/p>\n
Large and well-known brands such as Selfridges and Primark, for example, have the advantage by having a recognisable name; however it is not always enough to constantly attract a consumer to make the trip over to them. For small brands too, launching a new product or collection or running an exclusive in-store event can give a strong incentive for customers to visit, return and build anticipation.<\/p>\n
This is where the strategy behind it comes in: paid advertising can introduce a brand to new audiences before they arrive, while organic social content helps build familiarity and keep the brand front of mind for consumers \u2013\u00a0 however, neither works if they are working in isolation.<\/p>\n
Therefore, businesses should consider how their marketing channels support each other, rather than treating each one as a separate channel. It is also important to look holistically at the customer\u2019s clicks and engagement to determine whether their marketing strategy is translating accurately into increased visitor engagement and purchase behaviour.<\/p>\n
The main point is that a brand\u2019s online content needs to connect and align with the in-store experience \u2013 when it does connect the two, retailers have a better chance of turning online interest into sales. The pedestrianisation will bring more people to Oxford Street, but the brands that benefit most will be the ones that won that consideration beforehand.<\/p>\n
Giving shoppers a reason to stay<\/strong><\/h3>\nGetting that initial attraction from customers to visit Oxford Street is only one part of the challenge; the experience they find when they arrive is just as important, as part of the pedestrianisation is to make it more of a \u2018day experience\u2019 rather than a quick run-in-and-out.<\/p>\n
The combination of retail and hospitality is essential to the street\u2019s appeal, as it offers visitors a range of options and reasons to come, and it encourages them to explore beyond their original plans. A customer may visit with one particular shop in mind, then stay for a meal, and then discover another few brands along the way. This cross-pollination strengthens the wider area by letting all businesses benefit from the footfall it generates.<\/p>\n
Having a \u2018community\u2019 online and offline<\/strong><\/h3>\n\u2018Community\u2019 has been a marketing buzzword for years, but the most valuable brand communities go beyond social media. They create meaningful opportunities for people to connect with brands they relate to, offering a sense of access, belonging and shared purpose. Influencers and creators play a key role in bringing these communities to life, by helping businesses build engaged online spaces, from in person activations, product launches, pop-ups, and events.<\/p>\n
With this in mind, Oxford Street\u2019s pedestrianisation offers an opportunity to bring their online audience to the real-world, as the street has more space for individual events, and becomes a more visible part of Oxford Street. The value of these experiences can extend beyond these \u2018community\u2019 events through pre, during and post event content. This allows the brand to be seen by an even wider audience, encourage further engagement and drive further footfall.<\/p>\n
AI is changing how customers discover local businesses<\/strong><\/h3>\nAlongside social media and advertising, AI is changing how people discover local shops and brands, particularly when searching for recommendations using terms such as \u2018near me\u2019. Traditional media coverage is also playing a significant role in shaping AI-platform search recommendations, as editorial content is being used to influence which businesses get selected.<\/p>\n
While traditional Search Engine Optimisation (SEO) remains important, brands cannot assume that this approach will automatically make them visible in AI-platform search results. Therefore, it is essential that brands have an understanding of what drives those recommendations and take a broader approach to visibility, considering how they appear across a vast array of search engines and AI-platforms.<\/p>\n
Most recently, reviews are now changing the way businesses are discovered locally. By searching on AI for local places to go to, they will focus on the quality of those reviews and less on the quantity, compared to a Google search that still predominantly prioritises the quantity of them, before making a recommendation. But as more people use AI-platform search engines to find places to go to, brands must make this a priority in their marketing strategy or they risk being left behind.\u00a0<\/strong><\/p>\nConclusion<\/strong><\/h3>\nThe fundamentals of brand building have not changed: businesses still need to understand their customers, communicate what makes them distinctive and give people a strong reason to choose them, both online and in person. Oxford Street\u2019s pedestrianisation creates an opportunity for retail as well as hospitality businesses to bring these principles together through a more integrated strategic approach to online and offline marketing strategy, rather than treating them as separate channels.<\/p>\n
This means catching a customer\u2019s attention at home while they scroll on social media, making sure the brand shows up in both traditional search and AI recommendations, and delivering an enjoyable in-store experience.<\/p>\n
Getting that initial attraction from customers to visit Oxford Street is only one part of the challenge; the experience they find when they arrive is just as important, as part of the pedestrianisation is to make it more of a \u2018day experience\u2019 rather than a quick run-in-and-out.<\/p>\n
The combination of retail and hospitality is essential to the street\u2019s appeal, as it offers visitors a range of options and reasons to come, and it encourages them to explore beyond their original plans. A customer may visit with one particular shop in mind, then stay for a meal, and then discover another few brands along the way. This cross-pollination strengthens the wider area by letting all businesses benefit from the footfall it generates.<\/p>\n
Having a \u2018community\u2019 online and offline<\/strong><\/h3>\n\u2018Community\u2019 has been a marketing buzzword for years, but the most valuable brand communities go beyond social media. They create meaningful opportunities for people to connect with brands they relate to, offering a sense of access, belonging and shared purpose. Influencers and creators play a key role in bringing these communities to life, by helping businesses build engaged online spaces, from in person activations, product launches, pop-ups, and events.<\/p>\n
With this in mind, Oxford Street\u2019s pedestrianisation offers an opportunity to bring their online audience to the real-world, as the street has more space for individual events, and becomes a more visible part of Oxford Street. The value of these experiences can extend beyond these \u2018community\u2019 events through pre, during and post event content. This allows the brand to be seen by an even wider audience, encourage further engagement and drive further footfall.<\/p>\n
AI is changing how customers discover local businesses<\/strong><\/h3>\nAlongside social media and advertising, AI is changing how people discover local shops and brands, particularly when searching for recommendations using terms such as \u2018near me\u2019. Traditional media coverage is also playing a significant role in shaping AI-platform search recommendations, as editorial content is being used to influence which businesses get selected.<\/p>\n
While traditional Search Engine Optimisation (SEO) remains important, brands cannot assume that this approach will automatically make them visible in AI-platform search results. Therefore, it is essential that brands have an understanding of what drives those recommendations and take a broader approach to visibility, considering how they appear across a vast array of search engines and AI-platforms.<\/p>\n
Most recently, reviews are now changing the way businesses are discovered locally. By searching on AI for local places to go to, they will focus on the quality of those reviews and less on the quantity, compared to a Google search that still predominantly prioritises the quantity of them, before making a recommendation. But as more people use AI-platform search engines to find places to go to, brands must make this a priority in their marketing strategy or they risk being left behind.\u00a0<\/strong><\/p>\nConclusion<\/strong><\/h3>\nThe fundamentals of brand building have not changed: businesses still need to understand their customers, communicate what makes them distinctive and give people a strong reason to choose them, both online and in person. Oxford Street\u2019s pedestrianisation creates an opportunity for retail as well as hospitality businesses to bring these principles together through a more integrated strategic approach to online and offline marketing strategy, rather than treating them as separate channels.<\/p>\n
This means catching a customer\u2019s attention at home while they scroll on social media, making sure the brand shows up in both traditional search and AI recommendations, and delivering an enjoyable in-store experience.<\/p>\n
Alongside social media and advertising, AI is changing how people discover local shops and brands, particularly when searching for recommendations using terms such as \u2018near me\u2019. Traditional media coverage is also playing a significant role in shaping AI-platform search recommendations, as editorial content is being used to influence which businesses get selected.<\/p>\n
While traditional Search Engine Optimisation (SEO) remains important, brands cannot assume that this approach will automatically make them visible in AI-platform search results. Therefore, it is essential that brands have an understanding of what drives those recommendations and take a broader approach to visibility, considering how they appear across a vast array of search engines and AI-platforms.<\/p>\n
Most recently, reviews are now changing the way businesses are discovered locally. By searching on AI for local places to go to, they will focus on the quality of those reviews and less on the quantity, compared to a Google search that still predominantly prioritises the quantity of them, before making a recommendation. But as more people use AI-platform search engines to find places to go to, brands must make this a priority in their marketing strategy or they risk being left behind.\u00a0<\/strong><\/p>\n The fundamentals of brand building have not changed: businesses still need to understand their customers, communicate what makes them distinctive and give people a strong reason to choose them, both online and in person. Oxford Street\u2019s pedestrianisation creates an opportunity for retail as well as hospitality businesses to bring these principles together through a more integrated strategic approach to online and offline marketing strategy, rather than treating them as separate channels.<\/p>\n This means catching a customer\u2019s attention at home while they scroll on social media, making sure the brand shows up in both traditional search and AI recommendations, and delivering an enjoyable in-store experience.<\/p>\nConclusion<\/strong><\/h3>\n