Connecting with a local area is important for any retailer, ensuring that shops have an established and ongoing relationship with regular customers. This connection is even more important for independent retailers since not only can regular sales be essential to their continued success but they are reliant on local recognition in place of national recognition.
Independent retailers can build a positive reputation in their local area in a number of ways and can do so with greater flexibility over national brands, being able to more easily change their products, design, and services. To show you how, we’re sharing six ways for independent retailers to connect with their community.
Stock Local Products
Instead of relying on products that can be found elsewhere in the country, it often benefits independent retailers to offer wares produced within the local area and doing so brings a number of advantages. Customers in the area respond positively to seeing retailers support local creators and manufacturers, which reflects positively on an independent business. Additionally, there can be an interest in those visiting an area to purchase products that are less often found elsewhere.
Even a relatively small addition, such as filling shop shelving with local designs and products, can make a significant difference, especially during the festive period when customers begin shopping for unique gift options.
Embrace Regional Design
Certain shops benefit from styling their interior design upon the aesthetics of a local area. This could be presented as regional colour schemes or even using local materials for their retail furniture and shop counters. The city of Bath, for example, sees many of its retailers design their stores with Bath Stone, celebrating the aesthetics of the city.
There is also the opportunity to welcome local designers to create a mural or focal artwork, perhaps one inspired by the region. Doing so not only demonstrates a business’ commitment to locality but also creates a unique photo opportunity for customers.
Loyalty Promotions
If those who live within a shop’s local area are offered regional rewards or promotions, they are more likely to support an independent retailer. As such, it can benefit smaller brands to offer rewards and offers to those in their area.
One of the most popular ways of accomplishing this is through local discounts, with businesses offering reduced prices or extra products to those who live in the area. The small loss of profits on each product is counterbalanced with increased sales and ongoing favour among the community.
Host Events
Shop spaces can go beyond simply offering products, with many independent retailers finding great success in using their space for local events. Bookshops, for example, can host local authors or reading groups, while health and beauty retailers can welcome their area’s residents to join makeover sessions.
By offering a shop space for such events, independent businesses see their venue valued by the community as a local resource, one that supports not only the area’s commerce but also its cultural and social activity too.
