We are in the heart of the digital era, so it’s crucial to grow digitally to future-proof our businesses.
However, not everyone has the know-how to do this; especially since the digital landscape is constantly evolving.
Enter Stephanie Horton.
Horton is the director of marketing at Google Shopping, and she is offering solutions to help Black-owned businesses to grow digitally and stay ahead of the curve.
A Partnership Made in Heaven
Google Shopping has partnered with the Fifteen Percent Pledge for two years to support Black businesses.
The Fifteen Percent Pledge, founded in June 2020 by fashion designer Aurora James, urges the big retailers to assure Black-owned businesses 15% of their shelf space.
Google Shopping is backing the entity through its Businesses Equity Community; this is an online networking platform that will offer Black business owners crucial access to digital tools, workshops, and training.
This online database will link over 1,200 Black-owned small businesses with major retailers that have committed to the Fifteen Percent Pledge. Retailers include Macy’s Inc., Sephora, and Nordstrom.
According to Horton, infrastructure is essential for Black businesses to land their products on major retailers’ shelves.
There are a couple of hindrances, though.
One is that your supply chain might not be able to handle the increased demand.
Another is that you might not have the proper funding to elevate you to that level.
Finally, you might lack the necessary digital tools to help you integrate with large retailers.
Helping Businesses to Stand on Their Feet
One major aspect of this Horton-led partnership is to ensure that Black business owners keep their businesses on track even after the two-year period ends. This will happen through training sessions.
The first training, for instance, will teach business owners how Google works, search engine optimization, strategies to create an online presence, and more.
The second training will teach businesses how to be more sustainable and to improve their retention.
By the end of the training, business owners will have the know-how they need to take their businesses to the next level and keep them there.
