Being local in retail is more important in 2020 than ever. The challenge is how to be local authentically.
Local can mean different things to different people – it does not necessarily mean proximity. Being local could be about the level of care and attention you provide customers, the additional advice you provide, that you live locally, that you source locally or that you serve the local community personally. It can also be about locally sourced products.
Locally sourced products could be products made anywhere in Australia. For example, detailing where a product is made and the family behind it pitches local compared to a similar product imported from overseas. The narrative matters as it plays into local.
Small business retailers can use the retail POS software from Tower Systems to pitch local in a range of ways:
- Include notes on receipts. Add product care instructions, use instructions or other useful information automatically on receipts – making your receipt a useful information platform.
- Tell people where you source products. For a product made by a family or small business in Australia, include details on the receipt. Shine a light on this local product – provide extra information so your shoppers can feel more locally connected.
- Include a SHOP LOCAL pitch. Add an image of a poster or some other promotion of the benefits of shop local to every receipt, reinforcing the value of shopping local. Tower Systems has images you can use for free – in the downloads section of our website.
- Thank your customers. Include text personally thanking customers shopping with you. Put our name to the message. Include your mobile. Big businesses do not do this.
- Track local product sales. Be aware of suppliers of locally made products and report on the performance of these through various reporting tools.
- Thanks for shopping local vouchers. You can use the discount voucher facilities in the software and call them Thanks for shopping local or Local shopping reward. This reinforces a value for shopping with a local business – offering $$ discount off the next purchase based on rules you establish.
It is not enough to tell people to shop local, you need to demonstrate the value of this, you need to live it transactionally in your retail business. The best way to do this is through systems and processes in your POS software.