A recent survey* done by AXA Business Insurance have found that more than 60% of Britain’s shoppers have lasting relationships with their local stores and that they are much less loyal when it comes to their supermarket shopping.
But what makes local shops stand out? One in four answered that they like knowing the shop owners and the staff by name. They also responded that they like being able to order ‘the ususal’ in their local shops. Not all business sectors are treated equally though – the sectors we report the highest level of loyalty to are hairdressers, newsagents and butchers. It comes as no surprise that we are loyal to our hairdressers and butchers – the products and the service they provide are largely based on trust. As a bonus, shoppers appreciate the benefits independent shops bring to an area; over 70% say they think local shops adds to the character of a place, and almost 1 in 5 say the are prettier on the high street than the chains.
Another factor in our seeming preference for local shops is the nostalgia tied to high streets as they used to be – with a varied selection of specialist shops. These days high streets have a higher level of sameness; the same shops are found on every high street across the country.
An unsurprising 88% say they are not loyal to the supermarkets; price and convenience is the driving factor when they decide where to shop. 1 in 4 say they would change if a different store opened nearer to where they live or work – indicating location is an important factor for customers when choosing where to shop.
The survey also lists the top 10 businesses we are most loyal to;
7. Shoe shop/Cobbler
8. Clothes store
10. Book shop.
Interestingly the list consists only of specialist shops – big supermarkets combining clothes, furniture and groceries are nowhere to be seen despite their ‘all-in-one solution’ and, often, car friendly locations. It is an interesting contrast to the picture often presented in media, where we tend to see a focus on consumers being disloyal and focused only on price, largely influenced by online shopping.
Online shopping may be convenient and easy – but British consumers still seem to put their loyalty with their local shops, appreciating familiarity and what these shops bring to the community.
*See the original survey here.