5 Things You Need To Know About Today's Customers Who Shop Locally
The big trends happening now are the increasing use of mobile devices, the impact of social responsibility messaging by businesses and the growth of online shopping. Although there is a lot of hype on this last point, did you know that according to a recent report from the US Department of Commerce, e-commerce , total online sales are just 10% of all retail business in the U.S? Yes, online has impacted the big box stores but these trends have also opened the door for more small businesses to succeed in today’s economy.
We looked at these shopper trends and highlighted 5 key points about how your prospective customer's shop, what influences them and how they use their mobile device to find a local business.
1) Consumers are interested in supporting their local community
77% of consumers shop locally and feel they should do more of their shopping locally. This local search can be as wide as a ten mile radius. If your potential new customer wants to shop local, you need to be sure you are a destination that can be found. To reach more new customers you need to think about your online presence. Is your website up to date? Is your Google listing complete? Have you built more reviews than your competition? Focus on the online fundamentals and you will gain new customers to grow your business.
2) Customers are more likely to trust a small business
Customers are far more likely to trust a small business owner than a corporation. A study by the Better Business Bureau found 84% of consumers trust small business most. Once a person has found you, it is therefore important to build that relationship and trust. This is one of the biggest advantages small businesses have over big corporate stores. Whether you are a store, restaurant or service business, you can stand out by providing a superior customer experience when the customer is with you to build that trust and loyalty.
3) Mobile searches are Increasing
Depending on your type of business, mobile phone searches can range from 60% to 72% of your prospective customers use of search engines on smartphones to find a local business. This is according to a recent report by Hitwise. Simply stated, you need to be sure your business looks good on all the different devices and is ranked high in search results You need to think mobile. Is your website mobile responsive? Do you show up in the top three in the Google Map Pack? Is your Name, Address and Phone Number (know as NAP) all correct in every online directory? These are just three of many questions you need to review about the online profile of your business.
4) Smartphone ownership and use is exploding
The mobile world continues to expand and provides your potential customers a whole new way to engage with you. Text marketing is fast becoming the best way to reach your customer through their phone and bring them back more often. Think about what forms of mobile communication you are using? Email opens rates are down, reach from your social media posts continue to decline unless they are boosted, yet Text Messages with a 98% open rate within 3 minutes continues to be a channel more businesses are using because of the quick and measurable results.
5) Consumer shopping decisions link to corporate values.
73% of U.S. consumers expect companies to act on community and social issues. A new study by Cone Communications adds to the body of work that links consumer shopping decisions to corporate values.The study, examining consumer expectations and behaviors toward companies that lead with Purpose, finds that Purpose-driven brands can build stronger emotional connections with consumers that go far beyond a transactional relationship. This is true for small business as well. Giving back to your local community and promoting your social passion will separate you from others and help your community.
Summary
The trends of mobile use, increased online activity and the interest in a company's values can truly impact a local business.These mobile and shopper trends do not cost a lot to implement but can have a profound effect on your business in the short and long term. For more information on how to implement your mobile or social responsibility program, view our website at www.northshoreloyalty.com or contact us directly at 888-510-4323.About Northshore Loyalty
NorthShore Loyalty is a community-focused digital services company. Our business purpose is to create measurable engagement with new and existing customers to drive more traffic to our clients and increase their revenue. Our social purpose is to amplify our client’s community involvement. Our business is active in the community with the Hunger Resource Network as we co-lead the program to make our community a Hunger-Free Community. When a client has an important cause to share or they want to engage in the community in some way, we make that happen authentically and effectively.
We manage the key digital initiatives to improve search engine rankings, create memorable social media content, boost online reputations & reviews, create mobile responsive websites and can integrate community-focused social purpose programs into your marketing message. For retail-based businesses, we bring customers back more often though our expanded loyalty and text marketing programs. Give your business Loyalty with Purpose! Business Purpose + Social Purpose = Results.
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