If there is one good thing that 2020 has delivered for local small business retailers, retailers located on the high street, or strip shop as Aussies refer to it, it is that shopping local matters, is valued, appreciated and preferred.
Local retailers have shown their businesses as being safe, accessible, flexible and relevant in the middle of a pandemic. Shopping local has surged in Australia and for good reason.
The opportunity is to turn the 2020 surge into long-term engagement with shopping local.
Today, we write to share marketing tips with local small business retailers on leveraging shop local authentically. These marketing tips are based on discussions with some of our 3,000+ POS software customers and from our experiences running shops since 1996.
- Talk local. The more you speak to local news, local locations and local features on social media, on your receipts and in flyers included with products the more locals will feel your localness.
- Buy local. Seek out local makers of products that make sense in your shop. Your support of them can easily demonstrate your own local commitment toad this plays well for local shoppers supporting your local business. You can, through your POS software, indicate locally sourced products. Supplement this with collateral placed with the products to indicate they are local.
- Help local community groups support themselves. You can run a program where community group members present a cars at purchase to get special pricing,. This enables you to track the purchases so you can donate to the group a percentage of revenue driven by community group members. This program can see community groups encouraging their members to shop with you.
- Add local value. If you sell products that can be used differently in your local situation, as would be the case for a garden centre, fishing and tackle shop, pet store, bike shop and even toy shop, you could share local use insights that demonstrate your local knowledge and add value to what you sell to locals.
- Appreciate. One of the most important steps you can take to encourage locals shopping locally in your retail business is through appreciating them. A simple thank you at the counter, a thank you on a note you include with their purchase and a thank you on social media … these all play to appreciation.
- Personalise. Be sure through any communications from your business on social media and elsewhere that you show what shopping local means – the jobs created, the support to community groups you provide and more. be sure to help people to understand that what they spend with you helps so many, who have names and faces.
While we share these as marketing tips for small business retailers designed to encourage shop local, they are code business ideas designed to help you spread your local connections. It is critical in doing these things that you are authentic and authenticity is key in local retail.