The importance of hyper-local communications

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I LOVES ST. DAVID'S, CARDIFF,  30/04/2016
Photo courtesy of Huw John

Megan Dacey comments on the need to engage with consumers on a local level and what this means for the delivery of retail PR.

The way people shop is ever-changing and that in turn changes the way we communicate with them.

Online shopping has continued to grow exponentially for a number of years but according to Mintel this growth is now beginning to slow and we are already seeing the effects of this up and down the country as stores and centres adapt to entice customers who shop online and offline interchangeably.

Retail communications is no longer ‘grab and go’ – we are reverting back to offering experiences and personal rewards to visitors as the focus shifts from footfall growth to increasing spend, dwell time and encouraging repeat visits.

At St David’s Cardiff – Wales’ leading retail and leisure destination – this hyper-local approach has seen great success throughout the year. By tapping into the pride of the Welsh, a number of campaigns have been delivered that resonate with shoppers and get tongues wagging.

The centre and cult local brand I Loves The ‘Diff have embarked on a partnership that brings the spirit of the city to life. From events that give away personalised Cardiff themed prints, to huge artwork being displayed throughout the centre, the collaboration has brought Welsh humour and quirkiness into the country’s largest shopping and leisure destination.

2016 has been the year of the Welsh and with unparalleled success in the Euros, the centre decided to close early for the semi-final to enable its 4,000 staff to watch the game. This bold decision resulted in nationwide conversation and praise – another way that the centre has placed itself at the heart of the city.

Consumers cannot be squeezed into a certain audience set because behaviours and interests are varied, and individuals are continuing to look for an experience that fits and resonates with them. Across the UK, shopping destinations are beginning to realise that it’s not all about quick transactions, it’s about celebrating the people that walk through the doors every day.

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