I love going to my local cafe, getting a great coffee, and potentially bumping into friends. Local is about having a restaurant that always has your favourites and knows you by name; they're happy to see you. The dress shop makes you feel welcome no matter how much money you have or your size. I hate going to shopping centres with all the same stuff, so it doesn't matter if you are in the US or Europe, they all look the same. I crave the local individuality where you can find something unique. Due to covid, shopping locally has surged, and it's predicted to continue its growth trajectory. How can you maximise this opportunity? Further research by the KPMG/Ipsos Retail Think Tank into the retail industry revealed that independent shops would become more prevalent; Paul Martin, UK head of retail at KPMG, explains: “The home has become the hub, and this will remain in place well into the future. This will further boost local high streets, with independent and convenience retailers well positioned to take advantage of suburban and town regional centres throughout the working week.” Read more stats here
Ideas to take advance of the local shopping trend
1. Collaborate/ Partner with Small Businesses
Why not meet with your neighbouring businesses and discuss potential overlaps of customers/services? How can you use your digital footprint or floor space to cross-promote each other's business? Can you run local competitions with your partners to drive traffic to each other's social channels? Small companies in Spain have developed matches where you must like both businesses to go into the draw for a prize. Why not meet with some local, like-minded people and brainstorm ideas? Think about your customer and their lifestyle and what businesses they frequent. I like creating an image of my typical customer and then explaining who they are and where they go. This may inspire you to come up with great collaborative ideas.
2. Educate your customer about the benefits of Shopping Locally
Do customers know the true positive impact of shopping locally? We tend to fall into a pattern of convenience, but why not work with your local businesses to set out the advantages of shopping locally in your area and promote this within your company? Ask local papers/sites to publish these benefits. Take a look at this site to get some great advice. The critical use is that more money remains in the local ecosystem. "For every $100 you spent at locally owned businesses, $68 will stay in the community. What happens when you spend that same $100 at a national chain? Only $43 stays in the community" With more money and small business in the local region, local regions flourish, creating a positive environment for all residents.
3. Authentic Charitable Event
As a local business, you're passionate about your area of expertise and the people you serve. What local charity event can you partner with that shares your passion and values? Use your business as the conduit to building awareness of yourself and the charity. This is a long-term relationship and not just a quick donation; your heart needs to believe in the opportunity and be physically involved in the endeavour for your business to profit. Here is some excellent advice
4. Create Community
We are a transitory society, so people don’t always have a connection with their communities, so why not try and create one? I frequented a coffee shop, and the barista talked to everyone; he listened to their stories and shared local news; he even knew about regional relationships. Why not start monthly catch-ups to showcase your business and meet people? Dress shop, have a runway night. Running shop, regular run and coffee. You need to be present, I was part of a run group from the shop, and I never saw the shop owner. There are so many possibilities to connect people, and as you have the space and contact with people, you're in the prime position. What if you're online? Run an online seminar where people can chime in, ask questions, and showcase other experts in the field.
5. Benefits for Local Residence
When I travel, I often find two discount cards, one for the residents and one for the tourist. Why not offer a local discount or additional service for your local shoppers? Work with other businesses in your area to provide the same advantage. What would you be willing to offer the lady down the road if she shopped weekly with you? I saw a dress shop offer an elderly local lady the opportunity to be fitted free.
6. Become a Local Expert in your field
I love cycling but am incompetent at fixing my bike. When I find a local person who spends time with me explaining everything in detail, I want to go back as they've shown me their expertise and experience. I've had bike shops send me links to videos so I can learn about the advantages of one product over another. There are coffee shops that will spend the time explaining the different types of coffee and offer for you to try them. When I go to these shops, I always walk out a bit wiser and more vigorous advocate for their business. If you're a dress shop, why not explain to the customer the designer, where they're from and what you love about the brand? Your site should share the same stories and incorporate the same vibe of "expertise." This is what "blogs" were really for, creating experts
7. Adapt quickly by providing uniquely personal service
Small businesses can quickly adapt to changing climates. It’s well known that small businesses are primarily customer-oriented and understand the needs of their community; it's, therefore, your opportunity to offer unique services or products that big corporations will take months to think about. Because of their dedication and good customer service, customers often support small businesses in tough times. They will most likely remain loyal to local companies during an economic downturn. That helps small businesses adapt to financial changes while maintaining quality service or products. https://enterpriseleague.com/blog/reasons-to-shop-local/
8. Join Forces with Local Businesses to work with local government
Be part of the discussion with local governments to shape small business policy/strategy. Work with local government to identify local challenges, problems and opportunities and help them support small businesses to respond. This relationship can open up dialogue so that it goes beyond bureaucrats making decisions for you and accommodates local businesses' diverse views and experiences. You must encourage local government to facilitate links between local businesses, teaching institutions, research organisations, and other social organisations to ensure everyone succeeds. https://simonwhite.com.au/2018/02/06/local-business-environment-1-role-local-government/
9. Local Influencers
Local people always do amazing things that reflect the values of your business. Why not partner with these influential people for social events or social media campaigns? It doesn't have to be the person who climbed Mt Everest; it could be a local woman who has been taking free yoga classes for the disabled. Imagine the goodwill and advocacy your business would receive for supporting people in your community that have shown friendship and selfless acts. I don't need to remind you that this needs to be authentic and represents the values of your business, or your customer will see through it, and so will the local influencer
I've described nine ways you can improve your local presence and take advantage of the trends the local community is experiencing. Take the time to brainstorm with your neighbouring businesses online and in person so ideas can flourish.
Further Resources
All the facts to support building a robust local business strategy https://www.metrofamilymagazine.com/15-reasons-to-shop-locally/
Building strong relationships with charities https://www.fastcapital360.com/blog/business-charity-partnerships/
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