BE Local Support Local
When shopping here are some thoughts to consider.
Full disclosure, I’m a fan of supporting local business, so firstly here are some of the consumer benefits of buying local that business owners rely on:
- Local products selected or designed by locals mean this design or selection is tailored for the local market and conditions.
- You can be face-to-face with the person you are buying from.
- Face-to-face goes a long way towards keeping people honest on price and their need for developing your trust in them.
- Often you can see a product physically in a brick-and-mortar store (As we call them). Therefore, reducing the inconvenience of having to send it back, or causing disappointment due to unexpected quality, size, texture or colour, all those things you can’t be certain of in online purchases.
- Speed is sometimes better, especially when buying off the shelf.
- Less chance of online fraud.
Most importantly, if you support a local business, you increase the chance they will be here tomorrow for convenience when you want it.
But it’s not always that simple for business owners, it never is
Business owners need to remember in the case of retail an online store, or a big box store is often cheaper, because they will likely have bulk buying power and have the ability to offer the products at prices lower than a small store could. And many online offer free delivery for a greater purchase value, thus increasing the spend and removing some of the barriers to sale, and increasing the convenience factors. All adding pressure to local businesses. Local really have to pick up their game to compete.
While this marketing theme is quite sound in principle, ‘In the absence of clear differentiation, let price be the determinant.’ It isn’t always that true when comparing online and brick-and-mortar sales. And customers know it.
So having a clear point of difference is increasingly important in today’s market.
What customers are looking for to make an informed decision is the brand behind the products. So local businesses need to have a strong value proposition.
Here’s more local businesses can do to improve
Customers are asking:
- What’s the brand story and where have you come from?
- If you want us to support you, what do you do for the community?
- What do you do to keep your prices down? (Efficiency, negotiate hard with suppliers)
- Is it easy to buy from you and can you get the product quickly in a different size or colour?
- How honest are you in all of this?
What do you do differently, in a good way, will set you apart. Know your Unique Selling Point or USP, and it is good to bring in an expert to help you communicate this across all of your selling touchpoints.
I’ll leave with this parting word – If we support local we build a community. I buy off them, they buy off your neighbour, who buys off you, you buy off me.