| Most independent high street and local shops rely | | | | can easily use the internet to both sell online (as |
| on their location and ‘footfall' to generate their | | | | an additional route to market) and use the |
| sales. In good times this is often an adequate way | | | | internet as part of a coordinated demand |
| to earn a decent income. But now ‘footfall' is | | | | generation system for new and old customers. |
| falling fast, independent shops wanting to survive | | | | 3. Utilise Joint Venture Partnerships - A lot of small |
| need to use some new strategies. Here are 3 | | | | business (and large) are feeling the pinch from |
| ways independent shop owners can take positive | | | | recession. And while in good times many are |
| action to beat falling ‘footfall'. | | | | happy to ‘keep themselves to themselves', |
| 1. Use Direct Marketing to Attract Affluent | | | | now is the time to develop partnerships with |
| Customers - There are plenty of people spending | | | | other local business for mutual gain. For example, |
| money, plenty of people little affected by | | | | a local sports shop could approach a local gym |
| recession. By using direct marketing, independent | | | | and ask to run a marketing campaign to their |
| shop owners can target specific affluent | | | | members. They gym could benefit either through |
| demographics with ‘pinpoint' accuracy and | | | | a slice of profits or by a campaign to the sports |
| either sell directly to them or use irresistible offers | | | | shop customers. |
| to invite them to their shops. Direct marketing | | | | In conclusion, while High Street footfall is falling, |
| allows precise measurement of results and thus | | | | independent shop owners have two simple |
| minimal waste. | | | | choices. Either get very, very busy finding new |
| 2. Make More Use of the Internet - While High | | | | ways to generate business or ‘roll over' and |
| Street sales are falling, online sales are rising in | | | | ‘give up'. ‘Giving up' should not be an |
| many categories. Any independent shop owner | | | | option... |