Do you have a LOCAL strategy?

Independent retailers across the UK are pivoting their businesses to combat the impact on them and their customers during the coronavirus crisis.

We’ve seen retailers show real entrepreneurial spirit and retail excellence through home delivery, click and collect, in store safety measures, and all these have been communicated clearly with their local communities.

By doing all of these, independent retailers have successfully increased consumer demand locally and we have witnessed the reawakening of the local shop, providing essential items over the counter or by home delivering to the communities they serve.

These selfless acts, loyalty and commitment will be remembered by customers everywhere, making independent local shops more attractive and giving greater importance to brands, enabling them, in turn, to grow visibility. 

Whether big or small, brands will need to pivot their own channel strategies and recognise that what was done previously was inadequate, outdated, and ill-weighted.

Clearly, for manufacturers, winning with independents is the most challenging strategic play, due to its highly fragmented, difficult to influence and, quite frankly, diverse network of stores. This has contributed to quicker and easier wins through other channels. The question all brand leaders now face is ‘what will be the cost of inaction by not having a LOCAL strategy?’

My recommendations to suppliers everywhere are recognise Local shops, act now, pivot away and dispel previous myths and outcomes about the channel to move forward. Failing to recognise the emergence and importance of the local shop to you will contribute to a decline in distribution, visibility and sales, along with retailer advocacy over time. The latter contributes to a successful and symbiotic relationship that ensures your products are promoted and sold through a channel that is frequented, appreciated, respected and loved by thousands of consumers every day.

Forget CTN, c-store, supermarket and forecourt as classifications. The defining word we all need to be focused on is “LOCAL”. Everything we now consider or do must be local and Covid has accelerated this to the benefit of independent shops everywhere. Brand, retailer, consumer – it’s time to be LOCAL. Pivot your channel strategy to LOCAL now and work with The Federation to support, guide and lead your brands to success.

Whether it is brand messaging, advocacy initiatives, distribution, visibility and sales, we can collaborate, innovate and support your pivot to deliver a winning channel strategy across independent retail in the UK. That way you will have the best LOCAL strategy for you, the retailer and your consumers.

Don’t hesitate to get in touch.

All the best,

Greg