Local heroes, local advertising and working with the local community. How independent retailers can make the most of local marketing

By riding a crest of goodwill, utilising new digital channels and tapping into the networks of big brands independent retailers can punch above their weight, boosting sales and awareness.

Independent retailers have long faced competition on multiple fronts. The big threat for many years were the big chains gobbling up the high Street. Now that threat has moved online with digital pure play sites like Amazon eroding market share. The truth is not many customers are particularly sentimental about the plight of some of the bigger chains in trouble. However, the threat to local stores from the likes of Amazon and Omni Channel retailers has been met with much more concern from the public and big brands.

A series of initiatives have sprung up in defense of these traditional bastions of the high street, from independent record store day to independent retailer month. Additionally, reports from organisations like the New Economic Foundation have highlighted the benefits to local communities from spending in independent shops versus bigger stores or online. These messages have cut through. A survey last year by Pure 360 found that consumers are three times more likely to shop in independent stores than large shops in the next five years.

This approach has been noted by large brands who have started to latch onto this trend to boost their own credentials and bottom line by supporting local independent retail. Visa chose to focus its Christmas campaign on local heroes and independent stores. Visa’s focus was on switching the focus of the traditional format of a Christmas marketing campaign, from what people are buying or who they are buying for, to where they are buying things from. American Express did their bit too, with a ‘Shop Local’ campaign that rewarded AMEX customers with a £5 statement credit for shopping in local independent stores.

The digital revolution may represent a major threat to independent retailers in terms of competition, it also represents a huge opportunity in terms of marketing. Independent retailers have always had an intuitive understanding of their customers and this can be bolstered by digital channels. While local newspapers may be closing, local newspaper websites are seeing more growth than ever in readers. The explosion of SMART phones has also led to a huge increase in the figures accessing local radio and content, another great route for independents to get their messages out. This is not to mention social media, both paid and organic with the ability to offer a micro-targeting strategy and hyper local personalisation, enabled by both Facebook and Google. Clued up retailers are seeing the benefit of connecting with increasingly online communities springing up.

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