Good news for local grocers
New research reveals that consumers still turn to local stores for last-minute purchases.
Netsertive, a marketing technology company that enables brands, publishers and local businesses to execute multi-channel, localized marketing at scale, announced the findings from their 2018 Local Consumer Survey. Netsertive surveyed 500+ U.S. consumers to better understand their purchasing decisions as they search for local businesses, products and services.
Key findings from the report include:
- Local Stores Win for Last-Minute Purchases
Even with some e-commerce giants offering same or one-day delivery, consumers are still turning to local stores when they’re in a pinch for an item. Netsertive’s research found that 43 percent of people always turn to a local store when they need a product within 2-3 days, and another 28 percent said they are evenly split between visiting a store and using an e-commerce website. Small businesses should utilize Google My Business to confirm their business listing is correct and will appear in “near me” searches.
- Digital is the Path to In-Store Purchase
Today’s consumers are turning to online channels to research their products before even entering a store. Of the consumers surveyed, 68 percent say they use Google to evaluate local businesses and 72 percent say they use online reviews. Another 80 percent said they always research big purchases (refrigerators, washing machines, etc.) online before purchasing these items in-store. Small businesses must ensure their website details are up-to-date and claim their listings on review websites to win over shoppers researching online.
- Consumers Turn to Social Media to Research In-Store Purchases
Netsertive’s 2017 survey of small business owners found that these businesses relied heavily on Facebook to boost in-store foot traffic. These efforts are being validated; the new research found that over 40 percent of consumers are using Facebook for local store research, more than any other social media channel. By making Facebook part of their marketing efforts, small business owners can target existing and new customers more effectively.
“Consumers today are entering businesses’ digital door before entering their physical one,” said Brendan Morrissey, CEO and co-founder of Netsertive. “These survey findings validate that consumers are still relying heavily on local stores, especially for considered purchases. We’re helping these local retailers to leverage intelligent digital marketing strategies, allowing them to engage customers online throughout their path to purchase.”
Using Google Consumer Surveys, Netsertive surveyed 500+ consumers on their local shopping habits. All respondents were located in the continental United States.