After the social restrictions and isolation brought by the pandemic, 90% of shoppers are craving the friendly service of local independent retailers according to new research by commercial insurer NFU Mutual.

The research reveals that nearly a third (31%) are shopping with local independents more than they were before the pandemic. Plus, 42% say they want to support smaller businesses that may be struggling because of Coronavirus.

For nearly two thirds (64%) of shoppers, wanting to buy products from a specialist provider is also a key driver.

Commenting is Frank Woods, Retail Sector Specialist at NFU Mutual. “After a challenging Christmas for us all last year, a friendly, in-person shopping experience is what many are craving this festive season. With the pandemic driving up feelings of loneliness, independent local retailers are in a position to help their communities feel connected again.

“Survey respondents told us that genuine conversations, a more personal experience, building close relationships with staff and having a friendly catch up whenever they visit, were all aspects of shopping locally that they valued. Others said visiting a local independent retailer gave them an opportunity to catch up with neighbours and friends whilst shopping.”

NFU Mutual is encouraging local independents to consider how they can further reach out to their local communities this Christmas.

Woods continues; “From making their shops Covid-safe and introducing online ordering systems, to expanding product selections and creating virtual experiences like tastings and tours; the UK’s local independents have shown their resilience and willingness to adapt throughout the pandemic.

“Environmental considerations, friendly service, local knowledge, product specialities and unique gift options are all credentials shoppers look for in their independent retailers. With many businesses having something truly special to offer their community, we’re encouraging businesses to consider new ways to connect with customers in their area this Christmas and beyond.”

NFU Mutual gives the following tips to help local independent retailers connect with their communities this Christmas:

• Stay informed of community events, such as markets, fairs and Christmas light ceremonies, and get involved wherever you can. This could be through sponsorships and spreading the word on social media. Or, extending your opening hours to include the event times.
• Consider any gaps in the community’s Christmas celebrations. Could you bring people together by organising a festive event such as a Christmas grotto or craft session?
• Consider what personal touches you can add to your services. For instance, gift wrapping, making items to order and offering post-sales advice.
• Consider extending your range of shopping options to make it as easy as possible for local people. Advance ordering, click and collect and local doorstep deliveries could work well as an addition to your business model.
• Try and keep staff rotas as consistent as possible to allow regular customers to build relationships with employees.
• Talk about any steps you have taken to lower your business’s environmental impact. For example, sourcing materials/produce locally or using environmentally friendly packaging.

For further information on NFU Mutual, please click here.

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