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CONSUMERS SUPPORT LOCAL BUSINESSES With the sentiment to support local businesses at an all-time high, now is the time to boost your local credentials. By Australian Lottery and Newsagents Association CEO Ben Kearney. Businesses around the country are still facing serious challenges as a result of the Covid-19 pandemic, and some newsagents and convenience stores are no exception. A positive shift that has arisen as a result of the pandemic, one that the convenience sector should be taking full advantage of, is the community’s renewed desire to support local businesses. A good newsagency or convenience store is a pillar of the local community. It’s the useful, friendly and convenient one-stop shop that locals can rely on to provide what they need, when they need it. With the strong consumer support for local businesses, it’s time to lift your local game and remind customers of your deep roots. Here’s how to make it work for your business. Collaborate with local businesses Collaboration could come in many forms. The opportunities are endless. From link-ups with local designers and artists to partnerships with nearby bakeries or restaurants, there are so many ways that stores can expand their horizons and bring a whole new wave of customers in with it. Engage the local media If you’re lucky enough to be part of an area that’s still covered by a community newspaper or local radio station, then use this to your advantage. Get to know which journalists might cover small business or community-driven stories, and call them when you have a new promotion or event happening in your store. In the current climate, many journalists are looking for small business stories of companies beating the odds and thriving despite the tricky economic climate. Use this to your advantage and help promote your own products and services in the process. Customer loyalty Building a regular base of loyal local customers is a key business strategy for any convenience store. By getting to know your customers – their names, jobs, and what they like to buy – you’ll be well on your way to securing some for life. Plus, once you’ve secured a loyal customer, you can rest assured that they’ll be doing their bit for your business by spreading the word to their friends, family, and anyone who’ll listen. Keep an eye out for local events Local events are a great opportunity to promote your brand and get to know the people who live in your area. Event marketing is a tried and tested technique for boosting brand awareness and increasing customer loyalty. If you can afford to do so, why not consider sponsoring a local event as a way to show your financial commitment to the community? While Covid-19 has put a stop to many physical events, the internet has provided a convenient substitute. Keep an eye out for online events such as webinars and live streams that your business can be a part of. Find locals with targeted ads While much of your ‘local’ activity should ideally be conducted in person, in the local area, it also pays to think local in your online marketing, too. Digital advertising services such as Google and Facebook allow for hyper-targeted ads that can serve your message to a select group of people in the locality. This is helpful to increase relevance, and also helps keep costs down. To further promote the feeling of goodwill and loyalty that being a local business promotes, it’s vital that stores learn how to embed themselves in the local community and support their customers, just as their customers support them. By doing so, you’ll be ensuring your place in the local community landscape for years, if not decades, to come. INDUSTRY INSIGHT About Ben Kearney and Australian Lottery and Newsagents Association Ben Kearney is the CEO of the Australian Lottery and Newsagents Association (ALNA), the peak national industry body for Australia’s newsagents and lottery agents. Representing a significant part of the Australian economy, ALNA advocates for the largest non-franchised family-owned business sector in Australia. For more information visit alna.net.au/. MAR/APR, 2021 CONVENIENCE WORLD 13