Shopfloor FOCUS: LOCAL MARKETING Footfall s arts o lin 24


Community is key to retail success. In this article, Callum Puffett, Digital Marketing Manager at Gekko Group, explores how strong local connections, smart marketing and digital visibility can help retailers boost brand awareness, drive footfall and turn neighbourhood support into lasting sales.


For all the talk of AI, automation, and online shopping, the reality on the UK high street tells a remarkably different story. Physical retail remains where the vast majority of our spending happens. In fact, Mintel reports that £7 in every £10 spent in UK retail in 2025 was still spent in-store. This statistic reveals something vital: people shop for the physical experience. They genuinely enjoy seeing items in person, chatting with knowledgeable staff, and feeling part of something familiar. Shops are part of the rhythm of everyday life, not just transactional spaces. This is particularly true in the considered purchase sector for investment items, where physical reassurance matters.


Searchability When people search locally, they intend to act fast. The ACS Local Shop Report showed that “Convenience Stores Near Me” searches hit absolute record levels in late 2025. These are high-intent shoppers ready to walk through your door and make a purchase. Search habits are also shifting. Younger consumers increasingly favour visual social platforms over traditional engines. Around 40 per cent of Gen Z in the UK now use TikTok or Instagram Maps to find local businesses, checking the atmosphere to decide if it is worth a visit. For retailers, visibility now requires showing up exactly where people


are looking, whether on Google, social media, or within local community conversations.


Digital tools Digital tools are increasingly enabling local engagement rather than replacing physical retail. Location-based mobile advertising allows businesses to reach nearby consumers at the moment they are most likely to visit. By targeting users within a defined radius, retailers can connect with shoppers who are ready to act. For example, geo-targeted


Facebook ads for an IKEA store delivered a 31per cent uplift in store visits among younger audiences and an 11 per cent increase overall, demonstrating the power of hyper-local marketing. Geofencing takes a similar approach, creating virtual boundaries


around locations so businesses can send relevant messages to people already close by. Because it targets shoppers based on proximity and intent, it is often more effective at driving real-world visits than traditional digital advertising. Smaller retailers can also benefit from more authentic marketing.


Research from Dentsu shows 54 per cent of younger shoppers trust peer recommendations over brand promotions. Honest social posts and collaborations with neighbouring businesses can build goodwill, expand audiences and strengthen the wider high street community.


SEO / AEO


Local SEO is evolving as shoppers increasingly ask AI tools and voice assistants full questions rather than typing simple keywords. This shift is driving the rise of Answer Engine Optimisation (AEO). According to Echo Web Solutions, retailers can adapt by creating FAQ pages that answer hyper-local queries, such as where to recycle batteries or where to park for free nearby. Providing clear, useful answers helps position a business as a trusted local authority that AI tools are more likely to reference. Community loyalty is also playing a growing role in retail success.


Research from DJS shows that 63 per cent of UK shoppers actively prefer small local businesses, while Metro Bank reports that 64 per cent visit independent retailers at least once a week. Many say they want to keep money in the community and preserve local identity. For retailers, showing appreciation can go a long way. Simple gestures, such as a chalkboard thanking customers for their support, help reinforce the strong relationship between local businesses and the communities that sustain them.


fall starts online


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