On the same day Bronzeville Collective MKE launched its eCommerce website, Milwaukee moved into a mandated shutdown.
For the next four months, the shop that sells handcrafted art and wares of more than 25 Black, Brown, queer, and ally creators, was forced to close its doors to customers, a mere one-and-a-half years after celebrating the grand opening of its storefront in the heart of the historic Bronzeville district.
“There were worries,” says Lilo Allen, owner of Papyrus & Charms, and a Bronzeville Collective co-founder. “When we closed we didn’t know what was going to happen.”
The four anchor brands at Bronzeville Collective, like so many other businesses, decided to pivot — and find a way to succeed through a year of the pandemic.
Bronzeville Collective MKE is one of the businesses named in Google’s nationwide Economic Impact Report which detailed how Wisconsin small businesses used the internet and Google’s suite of digital tools to maintain and grow their businesses during an unprecedented year.
The report found that 24,8000 businesses, publishers, and nonprofits in Wisconsin relied on Google products to increase their presence online, and connect with the people and communities they serve, generating $6.86 billion in economic activity in 2020.
“I believe a lasting economic recovery will come from local communities, and the people and small businesses that give them life,” said Sundar Pichai, CEO of Google and Alphabet. “Google wants to be a part of the recovery.”
Following the release of the report, the search giant announced plans to invest more than $7 billion and create at least 10,000 new, full-time jobs across the U.S., this year.
Google currently employs more than 130 people at its Madison office, and supports digital skilling programs that have helped more than 309,000 Wisconsin businesses connect with customers online.
Since reopening in July 2020, Allen said Bronzeville Collective has used Google’s tools to drum up business and expanded its service offerings to include curbside and in-store pickup. The collective also started the COVID Collaboration Fund, an initiative to support online sales for its creative vendors, help the business retain its brick-and-mortar location, and support in-person events such as its upcoming monthly vendor pop-up.
The collaborative’s Google My Business page has been key to regaining foot traffic at the store, added Allen, which currently draws more than 3,000 views to its profile each month.
“Our business profile on Google has been so beneficial because customers can see how accessible we are with the COVID-19 precautions for the space,” she said.
A poll from the Connected Commerce Council, reported that 68 percent of Wisconsin small business owners found digital tools, such as services, platforms, and marketplaces, to be an important, or essential part of operating their business.
About 83 percent said they increased their use of digital tools during COVID-19, and another 91 percent expected to continue using digital tools post-pandemic.
