Nearly 50% of retail sales now take place at regional retailers.
This percentage may not be as surprising today as it would have been three years ago, but even before the pandemic many consumers (82%) preferred to stay close to home and support smaller, regional businesses when possible.
Amidst the height of the pandemic, when consumers were forced to take safety - and often financial - precautions, 70% stated they continued to support local businesses by shopping online only or via click-and-collect. From 2016 to 2021, small retailers saw an average revenue growth of 51.33%
Some of the habits established during the pandemic aren’t going away, including consumers’ desire to use click-and-collect services. While curbside options were initially implemented out of necessity, they’ve now become a preferable and convenient way for shoppers to buy from nearby brick and mortar businesses. One-third of US shoppers hope to continue ordering online through their local retailers and collecting items in-store.
So, what are the main drivers behind the continued consumer preference to shop and support regional businesses?
As a brand, meeting your customer where they shop - especially at the regional level - is crucial for capturing repeat purchases and continued scale.
The modern consumer has made it clear that locality is an important factor in their shopper journey, and brands enabling these regional paths-to-purchase through retail ecommerce see positive benefits as a result:
The benefits seem obvious, but many brands still encounter blockers when attempting to support these regional purchase paths. Why?
Pear Commerce is the only retail ecommerce platform that supports retailers down to the regional level with a personalized path to purchase.
With Pear, brands can connect any UPC to 3,000+ retailers, unlocking real-time inventory scanning so shoppers never hit dead links or out-of-stocks. Pear’s actionable store locator, landing pages, direct to cart links, and shoppable widgets connect to any available retailer in a shopper’s area, only displaying the store locations where products are actively in-stock and purchasable.
Pear partners with retailers to enable brands to access and leverage real-time, full-funnel, attributable data tied to purchase events. Our platform returns actionable insights into campaign performance, giving brands the ability to measure, then optimize, ROAS. Each transaction is tied to a conversion event, fueling performance marketing.
Ready to unlock retail ecommerce capabilities down to the local level? Schedule a demo with our team! →
Five years ago, retail ecommerce didn’t exist. Today, supporting the channel is table stakes for consumer packaged goods brands.
This playbook is designed to guide CPG brands from the stages of awareness to purchase at retail. Whether you’re interested in retail ecommerce as a new channel opportunity or looking to level up existing efforts, The Retail Ecommerce Playbook covers tools, tips, and examples to help your brand succeed.