Index

3. Local services - the most loved of all

European consumers are madly in love with local services according to CCV’s research which found that local companies are adept at winning the hearts of customers. They’re also beating the big chains in many service categories.

Services is the area in which consumers really love local.
More than twice as many consumers shopped locally for a range of services from beauty treatments, to restaurants and car maintenance. On average 73% shopped locally for services versus 35% shopping chains.
Infact there was no category surveyed in which consumers shopped more at chains than local independent places for services.

Shopping Local for Services

Local restaurants, bars and cafes were much more popular than chains with 84% of consumers enjoying them, compared to 34%. Local salons were more than four times as popular with 84% versus 18%. When it comes to fitness and sport local independents also beat the chains at 64% versus 41%, while for car and bike repairs local trumped chain with 73% versus 31%. Finally, for accommodation in hotels and B&Bs local triumphed with 59% against 51%.

Clearly, when it comes to services, consumers much prefer to use local independent places and they are voting with their wallets in the support of local service providers. This holds true across all the countries surveyed with nearly double the love for local independents compared to chains.

Local restaurants, bars and cafes were much more popular than chains with 84% of consumers enjoying them, compared to 34%. Local salons were more than four times as popular with 84% versus 18%. When it comes to fitness and sport local independents also beat the chains at 64% versus 41%, while for car and bike repairs local trumped chain with 73% versus 31%. Finally, for accommodation in hotels and B&Bs local triumphed with 59% against 51%.

Clearly, when it comes to services, consumers much prefer to use local independent places and they are voting with their wallets in the support of local service providers. This holds true across all the countries surveyed with nearly double the love for local independents compared to chains.

Prefer Local for Services

Local beauty salons and restaurants are overwhelmingly favoured compared to chains with consumers preferring them each 84% compared to just 16% for chains.
There is no category of services surveyed that would prefer a chain over a local supplier. This aligns with our results showing where consumers actually bought services.

All Categories, having a beauty treatment, eating/drinking out of home, spending the night, eg. hotel, B&B, doing fitness/sport, having a bike/car service or repair done.

4. Why do shoppers love you so?

What are the main reasons consumers love to frequent their local stores and services? CCV reveals the secret law of local attraction

European consumers have many reasons for shopping local but convenience, and the ability to park nearby, ranks number one, with 53% of customers across Belgium, Switzerland, Germany and The Netherlands.

Service comes in at No. 2 (14%) underpinning the need for local businesses like your to offer stellar service to attract and retain their customers. Interestingly a desire to support the local economy and employment in general is the third most important reason given for shopping local (9%), while a friendly, familiar face comes in fourth on average.

Reasons Consumers Shop Local Stores

As with the ranking factors given for the reasons to shop local products, the top three most important factors when it comes to buying from local webshops were the same across all the countries surveyed (with just some slight variations).
Supporting the local economy and employment in general also ranked across all the countries. A loyalty system was important in Switzerland and Germany, ranking fifth and fourth respectively, while the ecological aspect was ranked fourth and fifth in all bar Germany.

Regional comparison what motivates consumers to shop local webshops?

5. Falling in love with local webshops

Online shopping is having a moment. But why do consumers love it so much, and what will make them fall in love with your local webshop?

Price is more than twice as important as service in motivating consumers to shop from your local webshop. You also need to maintain a unique assortment of goods as this ranks the third biggest motivator for consumers buy from a local independent webshop.

Customers also ranked the ecological aspect as the fourth most important ranking factor.
Interestingly online shoppers rated the webshop’s loyalty system and having higher trust than in the big chains jointly as the fifth most important ranking factors.

Online shopping is having a moment. But why do consumers love it so much, and what will make them fall in love with your local webshop?

As with the ranking factors given for the reasons to shop local products, the top three most important factors when it comes to buying from local webshops were the same across all the countries surveyed (with just some slight variations).

Supporting the local economy and employment in general also ranked across all the countries. A loyalty system was important in Switzerland and Germany, ranking fifth and fourth respectively, while the ecological aspect was ranked fourth and fifth in all bar Germany.

Regional comparison: What motivates consumers to shop local webshops?