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Clapham Comment - Shop local
It is a big ask to increase footfall as an independent retailer when you've got to persuade customers to change the habit of driving to a local mall. Without the luxury of a big advertising budget to compete with the multiples, what can you do?
Here's a suggestion: take a look at the local loyalty schemes that are springing up around the country and persuade your local authority and Chamber of Commerce to develop such a scheme.
A successful example is in Haslemere, Surrey. They operate a card-based loyalty scheme which has its technological element provided by savvy.co.uk.
The card enables shoppers to buy across a range of high street outlets and pick up rewards points to be redeemed at those same shops. The same technology is being used in other towns including Huntly in Scotland and Faversham, Kent. Melanie Odell, who led the scheme, says it definitely works: more repeat buyers and more buyers visiting the high street.
As an alternative, look at the scheme being operated by Thanet District Council. This is a paper based scheme being led and publicised by the council, and offers shoppers at over 100 stores an inter-linked prompt to shop on the locality's high streets. Each store offers its own choice of free offers and discounts and Thanet applies some marketing budget.
Everyone involved in building such schemes recognises that the key to long term success is to continue recruiting partners and encouraging customers to get back to sampling the high street retail experience, where personal service and expertise are to be found - benefits that people want as much as good prices.
This is about re-engaging people with their local high street and demonstrating that traditional shopping - where the retailer learns your name - is far more enjoyable.
