High Street footfall is falling. 7 things independent businesses can do about it
The latest figures aren't particularly comfortable reading for High Street businesses.
UK High Street footfall fell 3.1% year on year during August, according to the latest British Retail Consortium data.
Retail parks, by comparison, recorded an increase.
In this post we look at what you can do to help boost footfall.
For independent businesses in town centres such as Rayleigh, Hockley and Rochford, it would be easy to look at figures like these and blame changing shopping habits, online competition or the wider economy.
All of those factors matter.
But there is another question worth asking:
What can an individual business actually do about it?
You can't control national consumer confidence or the number of people visiting UK High Streets.
You can influence whether local customers know you exist, whether they have a reason to visit and whether they come back.
Here are seven places to start.
1. Give people a reason to visit
Simply being open isn't a reason to visit.
Think about what you can offer that creates urgency or interest.
It could be a new product, seasonal menu, demonstration, tasting, consultation, workshop, special event or limited-time package.
The objective doesn't always have to be an immediate sale.
Sometimes you simply need to give somebody a reason to walk through the door.
Once they're there, the experience you provide has the opportunity to turn a visitor into a customer.
2. Make sure people can find you online
A High Street business still needs a strong digital presence.
In fact, it may be more important than ever.
Someone looking for a coffee shop, hairdresser, optician, gift shop, solicitor or restaurant may reach for their phone before deciding where to go.
Search for your own business.
Is your Google Business Profile accurate?
Are your opening hours correct?
Can people immediately understand what you offer?
Are there recent photographs?
Is your telephone number correct?
Does the website work properly on a mobile?
Something as simple as inaccurate opening hours can cost you a customer before they've even left home.
3. Give customers something worth talking about
Word of mouth remains enormously valuable to independent businesses.
But people need something to talk about.
Excellent customer service is an obvious starting point.
So are unusual products, specialist knowledge, personal attention and memorable experiences.
Ask yourself:
What would make someone tell a friend about us?
It doesn't necessarily require a large budget.
A small unexpected extra, remembering a regular customer's preference or taking the time to solve a problem properly can create considerably more goodwill than another discount.
4. Get serious about reviews
Online reviews have become part of the modern shop window.
A potential customer may compare several local businesses before deciding where to visit.
The number, quality and recency of your reviews can influence that decision.
Don't leave reviews entirely to chance.
Make it easy for satisfied customers to leave one.
Use a QR code at the till, include a link in follow-up communications or simply ask.
And respond to reviews, including the less positive ones, professionally.
Your response isn't only for the person who left the review. Future customers may read it too.
5. Stop treating neighbouring businesses purely as competitors
One of the great advantages of a High Street is that businesses exist alongside one another.
A coffee shop benefits when people visit nearby retailers.
A retailer can benefit from an event at a neighbouring venue.
Professional services firms benefit from a thriving local business community.
Look for opportunities to cross-promote.
A restaurant and theatre could create a combined offer.
A hairdresser and beauty business could recommend one another.
A café could work with nearby retailers around an event.
Several businesses could jointly promote a late-opening evening.
If each business communicates with its own customers, everybody potentially reaches a larger local audience.
High Streets compete with retail parks, shopping centres and online shopping. Collaboration can make the whole destination stronger.
6. Use social media to create visits, not just likes
Posting another photograph and hoping people engage isn't much of a strategy.
Give your social content a purpose.
If you want people to visit this weekend, tell them why.
Show what's new.
Introduce your staff.
Demonstrate a product.
Show something being made.
Answer a common customer question.
Promote an event.
Show customers enjoying the experience.
Give people a glimpse of something they will want to see for themselves.
Then include a clear call to action.
• Visit us this Saturday.
• Book your appointment.
• Come and try it.
• Find us on the High Street.
Likes are nice.
Customers through the door are considerably better.
7. Give customers a reason to return
Attracting a new customer is only part of the job.
What happens next?
Independent businesses have a significant advantage when it comes to building relationships.
Use it.
Consider loyalty programmes, email newsletters, customer databases, invitations, advance notice of new products, birthday offers or simply excellent personal service.
A customer who visits once is useful.
A customer who visits every month is considerably more valuable.
And a regular customer who recommends you to other people can be more valuable still.
The High Street still has advantages
Online retailers offer convenience.
Retail parks offer easy access and parking.
Large chains offer familiarity.
Independent High Street businesses need to play to different strengths.
Personality.
Expertise.
Service.
Local knowledge.
Relationships.
Experience.
Community.
Those aren't weaknesses. They are things many larger competitors find extremely difficult to replicate.
But customers need to know they're there.
Don't wait for footfall. Create reasons to visit.
Falling national footfall is a challenge, but it doesn't have to dictate the performance of every individual business.
Start with what you can control.
Make your business easier to find.
Give customers reasons to visit.
Provide an experience worth recommending.
Build relationships.
Work with other local businesses.
And keep reminding people why shopping, eating, drinking and doing business locally is worth the trip.
Because the future of our High Streets doesn't depend solely on getting more people to walk past businesses.
It depends on giving them more reasons to walk through the door.
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