Why limit yourself to communicating only the national catalog of a brand or a sign when a local promotion can arouse a much deeper interest by adapting to the consumption habits, the climate, the customs of the region? For brands and retailers, working on their local strategy is just as important as national communication, and even more so today, in a society where consumers are increasingly concerned by the issues of ethical and responsible consumption.
Reconciling national objectives and local challenges
At the national level, distributors must work on harmonizing the overall marketing strategy between the various points of sale, and this, over the long term. However, local marketing also plays an important role within the strategy, allowing messages to be personalized to infuse local DNA (practical information, specificities of the region, etc.).
“Thanks to this harmonization, consumers give more credibility to information at the local level and the messages directly have a much greater impact. Local communication is and will always be more attractive than action at national level, on the one hand, because the messages are more suited to the catchment area in question and, on the other hand, because the consumer feels more involved thanks to this close relationship”, observes Henri-Noël Bouvet, Country Manager ShopFully (formerly Tiendeo), the hyperlocal marketing platform that digitizes the promotional offers of the brands.
Strengthen the local strategy according to the socio-demographic objective
As mentioned above, outlets belonging to a network cannot rely solely on national brand communication. Faced with current consumers and the new path to purchase, it is essential that points of sale maintain their visibility and their local communication.
Having local visibility makes it possible to personalize communication campaigns and customer relations as much as possible, adapting operations according to local events, customs, climate, etc. According to the Adobe Trust 2022 study, 73% of customers lose trust in a brand with poor personalization efforts. In short, the local presence allows you to have a better knowledge of your customers and, consequently, to better meet the expectations and needs of the customers.
The arrival of the pandemic has not only turned consumer habits upside down, it has also accelerated certain trends that were already present before the Covid, such as proximity research, for example.
“Today’s consumer seeks to give meaning to his purchases and is above all looking for eco-responsible, ethical and local products. Proximity has therefore become an essential criterion. Signs will not be able to approach a customer who is in the north, in the south, in town or in the countryside in the same way and will be forced to reinforce certain advertising devices in order to adapt the message according to socio-demographic characteristics. comments Henri-Noël Bouvet.
The local strategy must systematically reinforce the national strategy – both offline and online – depending on the distributor’s objectives (awareness, brand image or promotion, store traffic). This is a requirement that many retailers and brands need to work on to ensure the success of their business.
Build a fluid and omnichannel customer journey
Today, the buying process is both online and offline. According to a recent Google study, 88% of consumers, after doing a search, call or visit the store and 78% of local searches result in a purchase.
Therefore, as soon as consumers start looking for a product online, they must have all the information at their disposal (name, address, store telephone number, etc.) to be likely to go to the point of sale that has met their expectations.
Consumers therefore need consistency and accuracy throughout the buying process, whether online or in-store. The accuracy and depth of information provided by these touchpoints therefore become critical elements of the customer journey. With the acceleration of digitalization, managing this flow of digital information has become a necessity for retailers and brands.