Nearly three quarters (72%) of GB consumers want the government to do more to back the growth of smaller, independent retailers, according to new research from marketing technology provider Pure360.
The research also found that nearly half (42%) would consider shopping with an independent retailer because they prefer to support smaller operations over a larger retailer.
The surge in support for the little guys is due in part to the customer service they offer, with nearly half (43%) of respondents claiming they would consider shopping with an independent over a larger retailer because they are treated like a valued customer rather than just a number.
In a similar vein, 39% of consumers favour independents because of the personalised experience they receive, whilst the same proportion of respondents like them because they offer different products to larger retailers.
According to nearly half (44%) of respondents, the main area for improvement for independent retailers is offering better value for money. This is followed by enabling consumers to shop in a way that best suits them through offering online and offline (43%), making themselves more widely known through advertising and marketing (29%) and providing better delivery options (22%).
“We’re witnessing the immergence of a real David versus Goliath story within the retail industry, which consumers are clearly getting behind,” said Komal Helyer, Marketing Director for Pure360.
“For independents, there is a significant opportunity to serve a real purpose in the lives of consumers, if they understand what is achievable and the technologies available to do so.”