One of the most pervasive considerations for retailers as the high street moves to reopen following various lockdown measures is a focus on localism. The community and regional customers are being prioritised by brands, as can be deduced from a general shift toward smaller, agile retail ventures. Even prior to the pandemic, forward-thinking stores had already begun to find success when catering their stores to regional trends, instead of relying on general, nationwide operations.
This transition, however, is not always straightforward. Retailers cannot simply begin changing stores’ products in different locations and expect profits to reflect their efforts. Instead, stores must endeavour to reflect the local area, not only in offering but in design and experience too. As was seen over the previous few years, such efforts are rewarded by communities who come to value a business, considering it essential to the high street, whether for its identity or expertise, and its products.
Design Local
Adapting the aesthetic of your store to a local area does not mean compromising the entirety of your brand’s identity. Instead, it means being flexible and merging your brand’s values with those stylings of a region.
Stores in more rural locations, for example, will ensure that their retail furniture and shop shelving does not impose too much of a modern impression on the local landscape since doing so would be contrary to the values of the region’s shoppers. Instead, efforts can be made to adopt more natural branding, in-store materials, and shop fittings.
Designing local can also mean employing artists and designers within the community. For some, this could be stocking locally made products on shelves and greeting card units, whereas other brands can make use of statement wall designs to demonstrate their localist intentions.
Community Services
There are a number of services and events that a store might potentially be able to offer that goes beyond its products. During the lockdowns, for example, certain stores found success in delivery services, understanding that their local customers would continue to support their business if they could safely access their products.
Other retailers have discovered certain areas are absent of certain cultural activities. Nespresso stores have begun hosting coffee workshops and Waterstones continues to find success with talks by local authors. These are examples of experiential retail that is becoming an increasingly important asset of the high street.
Staff Expertise
Beyond a store’s design and community events, much of a brand’s reputation relies upon its staff members, those who deal directly with customers on a daily basis. These roles are increasingly important for locally-focused stores as representatives must be able to connect with the area and understand the nuances of community culture.
Regional Suppliers
A store’s suppliers can say a great deal about a retail concept. If a brand works with suppliers who are dedicated to ethical and regional services, it reflects well upon their reputation, which is why, at Crown Display, we strive to meet the needs and expectations of stores across the UK. By doing so, and ensuring that our services and high-quality manufacturing satisfy individual brands, we believe that we can offer products that support a retailer’s high street success.
