In an era where online shopping dominates, bricks & mortar local retailers still have a unique advantage: their community. Building strong community links can be a game-changer for local businesses, creating a loyal customer base and a network of support that benefits both the business and the community it serves.
How Local Retailers Can Build Community Links
1. Understand the Value of Community Engagement
Community engagement goes beyond mere transactions. It’s about creating meaningful connections with the people and other businesses in your area. For local retailers, this can mean increased visibility, improved customer loyalty, and a stronger presence in the community. In a world where consumers are increasingly valuing authenticity and connection, these relationships can be a local retailer’s most significant asset.
2. Identify Potential Community Partners
The first step in building community partnerships is identifying potential allies. This can include other local businesses, schools, charities, community centres and local events. The key is to find organisations and events that align with your business values and where your products can add value. Make a list of potential partners, then contact them one by one and see if they’d be interested in collaborating in some way. Remember that the partnership has to make sense; otherwise, it won’t be beneficial for anyone.
3. Collaborate with Other Local Businesses
One of the most effective strategies is collaborating with other local businesses. This can take many forms, such as cross-promotion, joint events, or shared loyalty programmes. For example, a local florist and a clothes shop could collaborate on a fashion show, benefiting both businesses through shared customers and enhanced community engagement.
4. Engage in Community Events
Participation in community events is a powerful way to raise your business profile and connect directly with potential customers. Whether it’s sponsoring a local sports team, having a stall at a community fair or hosting a workshop, these activities demonstrate your investment in the community.
5. Support Local Causes and Charities
Aligning your business with local causes or charities can deepen your community ties. This could involve hosting fundraising events, donating a percentage of sales to a local charity, or volunteering as a team in community projects. Such initiatives not only contribute to the community but also resonate strongly with customers who value social responsibility.
6. Create Educational Opportunities
Offering workshops, classes or demonstrations related to your products can establish your business as a knowledgeable and valuable community resource. For example, a florist could offer a class to local schoolchildren to make a simple floral gift for someone special to them. This not only draw in potential customers but also builds a reputation as a helpful and invested community member.
7. Leverage Social Media for Local Engagement
Social media is a powerful tool for local retailers, not just for marketing but for building community relationships. Use social media to promote community events, celebrate local achievements and engage in community conversations (keeping to professional!). This approach helps make your business more approachable and strengthens your local presence.
8. Host Community Events
Hosting your own community events can be a great way to bring people together and create a buzz around your business. This could be anything from a seasonal sale event to hosting local artists or musicians or even community meetings on relevant local issues.
Booker Flowers and Gifts Show How it's Done
Leading Liverpool florist Booker Flowers and Gifts has made a name for itself not only as an award-winning company of stunning floral arrangements but also as a dedicated advocate for charitable and environmental causes, with a strong commitment to both the local community and the environment. Led by Gemma Wakerley, Booker Flowers and Gifts has shown that success can be defined not only by profits but also by the positive impact it creates, with their many remarkable charitable and environmental outreach initiatives. These include fund-raising floristry demonstrations, providing bouquets for charitable events and talking to local school children about sustainability.
If you need some inspiration to get started with your own local initiatives, take a look at Booker's many community initiatives here
Building community connections is a long-term strategy. It requires consistent effort, genuine interest in community welfare, and a willingness to invest in relationships that may not yield immediate financial returns but will pay off significantly in the long run. For local retailers, the community is not just a market; it’s a network of potential partners, customers, and advocates. By engaging genuinely with the community, local retailers can create a supportive network that benefits their business, their customers, and the community as a whole.
Article originated by Benchmark Email®, a registered trademark of Polaris Software, LLC
Thanks to Gemma Wakerley at Bookers Flowers and Gifts.
