How retailers can thrive by connecting with their communities

The UK retail landscape is undergoing a rapid transformation; while e-commerce continues its growth, physical stores still hold a significant appeal. However, simply having a presence on the high street is no longer enough. Large retail chains often demonstrate a disconnect from the needs and wants of local communities, frequently using financial difficulties as justification for store closures, and neglecting the potential for community engagement to drive growth and brand loyalty.

This echoes a broader trend where many retailers have lost the innovative spirit that once defined the industry, failing to understand why customers are choosing to shop elsewhere. Offering a dull, unengaging experience simply won’t cut it in today’s market, where consumers crave experiential retail to capture their imaginations. A recent Shopify study found that 35 per cent of shoppers prefer this type of experience, yet many retailers fail to even engage with basic strategies like embracing seasonality.

Local marketing in a digital age

So, how can local independent retailers succeed where large corporations have failed? Local businesses have the opportunity to connect with their communities in a unique and resonant way; this is crucial because consumers are actively seeking local connections. Data highlights the importance of online visibility and strong customer reviews:

• Around 80 per cent of consumers search for local businesses on Google
• 76 per cent of “near me” searchers visit a store within a day
• 88 per cent of smartphone users searching for local businesses visit one within a week (Backlinko)
• 96 per cent of small businesses use social media for marketing and 78 per cent depending on it for revenue (Cropink, Synup)
• 78 per cent of shoppers research products on social media before purchasing (Synup)
• 98 per cent of consumers read reviews about a product before purchasing (Forbes).

To read the published article by Dan Todaro, Gekko Group CEO, please visit ERT