Shopping center owners look to foster loyalty, engagement and interest by utilizing local connections to the community.
Everyone likes a hometown hero. It’s the reason schools tout their notable alumni, the home team will always have the larger cheering section and political candidates will almost certainly perform the best in their home state.
There’s something about a player being “one of us” that makes people like them more. It’s an unspoken bond that exists even if the only connection between an entity and a fan is the city where they both reside. This bond creates a sense of unity, familiarity and pride. And it’s a bond shopping center owners are trying to tap into as they stave off ecommerce and hope to welcome hordes of shoppers this holiday season. Many are doing this by creating, promoting and supporting a connection between consumers and their community.
Buying local can also offer a warm and fuzzy feeling consumers can’t get from the click of a keyboard or tap of a phone screen.
“A lot of people recognize we are living in an age of globalization and mass production, so the counter-balance to that in terms of retail is community-driven retail,” says Terrison Quinn, managing principal at SRS Real Estate Partners in Newport Beach. “Many shoppers, despite recognizing the value of national chain retail, like the concept of supporting local businesses.”
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