New research has found that nearly half (42%) of consumers would shop with an independent retailer because they prefer to support smaller operations over a larger retailer.
The YouGov research commissioned by marketing automation suite Pure360 also found that awareness of the smaller operations is growing, with 63% of consumers having heard of new independent retailers in last 12 months.
Almost half (43%) of consumers said the fact that the way independent retailers make them feel valued rather than just a number made them more likely to shop with independents.
Despite the positive figures for independent retailers it was found that just 22% of GB consumers currently go to an independent retailer in the first instance to look for an item. As many as 44% of consumers said independent retailers need to be offering better value for money in comparison to the big chains.
Komal Helyer, marketing director, Pure360 said: “We’re witnessing the emergence of a real David versus Goliath story within the retail industry, which consumers are clearly getting behind.
“Independents offer a niche product set, a more personalised experience and crucially, can adapt quickly to the changing needs and situations of a consumer. For many larger brands this level of agility is insurmountable, making them look outdated and disconnected, which is leading to closures and collapse that is being reported increasingly.”
She added: “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.
“With the right technological support brands can leverage data to demonstrate relevance, usefulness and offer a personalised experienced at every stage of the customer journey, enabling them to win the battle.”