SHOPFLOOR: LOCAL MARKETING
HOW RETAILERS CAN THRIVE BY CONNECTING WITH THEIR COMMUNITIES
By Daniel Todaro, MD, Gekko Field Marketing T
he UK retail landscape is undergoing a rapid transformation; while e-commerce continues its growth, physical stores still hold a significant appeal. However, simply having a presence on the high street is no longer enough. Large retail chains often demonstrate a disconnect from the needs and wants of local communities, frequently using financial difficulties as justification for store closures, and neglecting the potential for community engagement to drive growth and brand loyalty. This echoes a broader trend where many retailers have lost the innovative spirit that once defined the industry, failing to understand why customers are choosing to shop elsewhere. Offering a dull, unengaging experience simply won’t cut it in today’s market, where consumers crave experiential retail. A recent Shopify study found that 35 per cent of shoppers prefer this type of experience, yet many retailers fail to even engage with basic strategies like embracing seasonality.
Local marketing in a digital age So, how can local independent retailers succeed where large corporations have failed? Local businesses have the opportunity to connect with their communities in a unique and resonant way; this is crucial because consumers are actively seeking local connections. Data highlights the importance of online visibility and strong customer reviews: Around 80 per cent of consumers search for local businesses on Google 76 per cent of “near me” searchers visit a store within a day 88 per cent of smartphone users searching for local businesses visit one within a week (Backlinko) Social media is essential, with 96 per cent of
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small businesses using it for marketing and 78 per cent depending on it for revenue (Cropink, Synup) 78 per cent of shoppers research products on social media before purchasing (Synup) 98 per cent of consumers read reviews about a product before purchasing (Forbes). These statistics underscore the vital role of a strong online presence, positive reviews, and active social media engagement. Comments and likes can drive traffic to online platforms and influence purchasing choices.
Local marketing isn’t a one-size-fits-all approach; retailers need to develop a strategy that aligns with their specific business.
Why local marketing matters more than ever
Several factors contribute to the increasing importance of local marketing: “Near me” searches: The rise of location- based searches indicates high purchase intent, making local SEO optimisation crucial Personalisation: Local marketing allows retailers to tailor their offerings to the specific needs of their community Connections: Becoming an active member of the community through sponsorships and partnerships enhances brand reputation Competition: Local retailers can differentiate themselves by offering a personal touch and community connection that online giants struggle to replicate “Shop local”: Consumers are increasingly
aware of the importance of supporting local businesses, creating an opportunity for retailers who actively engage with this sentiment.
Implementing effective strategies
Local marketing isn’t a one-size-fits-all approach; retailers need to develop a strategy that aligns with their specific business goals and target audience. So a tailored approach is essential, but here are some key tactics: Optimise your Google My Business profile: Ensure accuracy and completeness, encourage reviews, and respond promptly Local SEO optimisation: Use location-based keywords in website content and build local citations Targeted social media advertising: Run targeted campaigns to reach local customers Engage with local influencers: Partner with local figures to expand reach and build credibility Community involvement: Participate in local events and support local causes Offer in-store exclusives: Drive foot traffic with exclusive deals Leverage local media: Share news and community initiatives with local publications Monitor and analyse: Track performance and refine your strategy.
In an increasingly digital world, local marketing provides a critical link between retailers and their communities. By embracing these strategies, UK retailers can not only survive – but thrive. Local marketing is not a fleeting trend; it represents a fundamental shift in how businesses connect with customers. Retailers who prioritise local engagement, personalise the customer experience, and build strong community connections will be the ones who succeed in the evolving retail landscape, understanding that in the age of global commerce, local is the new global.
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