Independent stores urged to go extra-mile as survey says most Britons crave ‘friendly’ shopping experience

After the social restrictions and isolation brought by the pandemic, about 90 per cent of shoppers are craving the “friendly service” and deem this as one of the key benefits of shopping with local independents, claims a recent research by NFU Mutual which is  encouraging local independent retailers to consider how they can further reach out to their local communities and offer something special this Christmas.

As per a research by commercial insurer NFU Mutual, about one third of UK shoppers are using local independents more than before the pandemic. In a survey as a part of the research, more than 40 per cent said they wanted to help smaller businesses.

Additionally, nearly two-thirds said they preferred shopping with a retailer that specialises in a particular product, said the research.

Frank Woods, retail sector specialist at NFU Mutual, said, “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.”

Environmental concerns are another reason shoppers are opting more for local farm produce, with two thirds of the people surveyed saying that they want food from sustainable sources with lower “food miles”.

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, Woods said.

“They have a wealth of benefits to offer, and should consider how to advance and showcase these as Christmas shopping season sets in.

“Environmental considerations, friendly service, local knowledge, product specialties 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.” Woods said.

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, 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 and try to bring people together by organising a festive event such as Christmas grotto or craft session.
• Consider what personal touches one can add to services, such as gift wrapping, making items specially to order and offering post-sales advice.
• Consider extending range of shopping options to make it as easy as possible for local people to shop. Things like advance ordering, click and collect and local doorstep deliveries have all become more commonplace during the pandemic and 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.