If the numerous lockdowns have taught the British high street an important lesson, it is that of locality. Customers across the country rallied around their local independent stores, ensuring their support and survival during difficult times, while also generally preferring to click and collect their online orders from local shops instead of waiting for deliveries. 

These trends have indicated that a retailers relationship with local custom is more important than ever, and with great potential to boost sales and ensure loyalty, a revelation for many that are prompting an increased focus on catering more carefully to the local area and interest of nearby customers.

If you are a retailer looking to forge a greater connection with your local area, then we have the tips for you. Drawing from interviews with retail experts, as well as the leaders of retail brand across the country, here are the best ways to celebrate locality within your store.

Stock Local Wares

Stock should primarily cater to the demands of local custom, which, for many retailers, involved filling shelves with products from across the country and world. However, by dedicating a small portion of your shelf space, or preferably a large portion, you can showcase distinctly local wares that ensure your store’s identity becomes associated with locality.

By selling regional products and collaborating with local businesses, you are also helping to improve the local economy, a direction that will not go unnoticed by local shoppers.

Create a Regional Aesthetic

The design of your store, from brand aesthetic to interior design, has the potential to also echo the style and values of the local area. Retailers are turning to reputable shop fittings manufacturers, like www.e-signfittings.co.uk, to source materials enabling them to better celebrate local designs. This could be by having their retail furniture created from local materials or purchasing store assets in the colour of local buildings and flags.

By creating a space that sits comfortably among the local high street, being distinct in its regional aesthetic, brand loyalty is created because the store couldn’t exist in the same way elsewhere, encouraging shoppers to support its continued success.

Go Beyond Your Product

Selling local books, for example, those written by local authors or set among the region is a quality of a local store. However, going beyond the product and hosting local events, in this scenario a book reading or Q&A session, helps to certify your retail concept as more than a store, transforming it into a venue. Such events also encourage sales and can draw new customers in who may have otherwise not known about your shop, products, or services.

Partner With Local Businesses

In addition to stocking the products of local businesses, sharing your retail platform, there is a significant benefit that comes from partnering with local businesses too. Merging two retail concepts, whether into a single shared space or as a pop-up event, has become increasingly popular across the high street, allowing brands to support and share each other’s credibility and reputation. So, if there is a potentially complementary brand in your area, consider how you could team up!