When you first open a business, it’s often the locals that show their support first. This is particularly true for in-person stores. They will pop in for a quick look around. Maybe they spot something they like, and they buy it. Maybe your shop becomes a regular stop for them. Whatever the case, they are the foundation of your customer base.
But it can be easy to forget this as your business grows. All of a sudden, you’ve got customers from other towns stopping in for a visit. You might even open a new store elsewhere or begin selling products online. This is when your local consumers begin to slip through the cracks. They don’t feel as appreciated as they once did.
If this is the case, you need to make a change. You need to prioritize them, to show them that you still care. And 2026 is as good a year as any to make these changes.
Make Adjustments Where Possible
First up, there will be some processes that can change. They might not be obvious to begin with, but they are there. This is often a very cost-effective method, too. While winning business across broad regions is competitive and expensive, serving an audience in your immediate vicinity minimizes acquisition risk. It also deepens brand trust.
You can do this by becoming an active participant in the community. Whether that’s through sponsoring local events or collaborating with nearby companies, your brand will become deeply rooted into the local economy.
But you might also want to change your delivery options. If there is a courier local to you, they will be more knowledgeable about the area. They will understand the best routes to avoid traffic and such. For example, some Cincinnati couriers will service Hamilton, Newport, and Wilmington in Ohio.
Drive Word-of-Mouth and Review Velocity
You need to prove to both search engines and neighbors that your business is worthwhile. That your business is active. That your business is dependable. And that your business is especially relevant right now. This is why you need to push for word-of-mouth and review velocity.
Search engines will prioritize businesses that receive a consistent flow of new reviews over time. Reviews actually account for roughly 20% of how Google ranks a local business. So, if you receive steady feedback consistently, you’ll outrank your competitors if they have no recent reviews. Plus, you’ll build more authenticity and loyalty with your surrounding area if you engage with this feedback.
Simplifying the review process is the best way to do this. People are more likely to leave a review if it’s easy. With this in mind, create a direct link that takes customers straight to the review page. This link could be displayed on the website, emails, and social media, as well as printed on receipts and business cards.
Reward Local Loyalty
You want brand advocates. Your local shoppers are the best way to do this. They are a valuable asset, so it is only right to prioritize their business. After all, such a change will build community trust – and this trust cannot be replicated by distant or larger competitors.
Implementing a digital or physical loyalty program is a good option. However, you might also want to offer exclusive perks. Things like VIP discounts, early access to new products, or even special “locals-only” shopping hours are big hits with consumers.
To conclude, prioritizing local customers has never been more important. With online shopping being so popular, many consumers are missing out on the personal touch – and you need to provide this for your locals. Doing so through the three methods above will benefit your business and the community.
