Shopfloor FOCUS: LOCAL MARKETING
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The 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 to capture their imaginations. 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)
• 96 per cent of small businesses use social media 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 online traffic and influence purchasing choices.
s can thrive by
connecting with their communities By Daniel Todaro, MD, Gekko Field Marketing
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Today, local marketing matters more than ever. And several factors contribute to its increasing importance: • “Near me”: 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 part 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 There isn’t a one-size-fits-all approach; retailers need to develop marketing strategies that align 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 • Run targeted social media 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 • Share news and community initiatives with local publications.
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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