Can retail brands mirror the success of some independent stores by becoming more local with social?
The High Street is dead so Mary Portas tells us, ‘The days of a high street populated simply by independent butchers, bakers and candlestick makers are over’, and ‘the major supermarkets and malls have delivered highly convenient, needs-based retailing, which serves today’s consumers well.’
Is that true? Are the days of the independent gone and do supermarkets and malls serve us well?
The number of stores closed by high street chains in 2012 was ten times the number of the year before. HMV, Dixons, Monsoon, Woolworths, Blockbuster, Jessops, Republic and now Dreams are gone or closing stores. 1,779 last year, in 2012. That’s seven million square feet of space.
But for the last two years, there has been a rise in the number of small independents. In 2011 – there were 2,500 more independent shops opened than were closed down. We believe it’s not the high street that dead – it’s the clone town, where every street in the country looks the same and national retailers churn out the same message without tailoring it to their local community.
So here’s the challenge – Can global or big retail brands avoid the store closures of many household names and mirror the success of some independents by becoming more local with social?
We will examine success and war story examples of how large and small retailers both here and in the US have engaged with their local communities to drive store traffic and growth in an economic downturn.
We will review a variety of techniques on how to build a local social media strategy, how and why you should identify local influencers and how to monitor and interact with consumers to build loyalty & footfall.
This event is a collaborative effort between:
Roger Jones of Actionable Insight, Nicolas Chabot, European VP of Traackr & Evelyn Timson, MD of Engage121, EMEA
Who is this event targeted at?
Retailers, eateries and their agencies looking to inspire, engage and induce community within their local area
What participants will take away from the experience?
Each delegate will receive a work book to follow the session, make notes for their business and a check list of to do’s – that can be actioned the next day