FOR IMMEDIATE RELEASE
PRLog (Press Release) – Jul 19, 2011 – The 2011 American Express Spendsetters Report reveals that 46% of British consumers dubbed “The New Villager” now try to support their local economy through their local shopping choices and habits, which the Report suggests have been driven by the exponential growth of business to consumer social networking.The New Villager consumer group is one of five distinct typologies identified in the report, commissioned by American Express to identify future consumer spending trends across 1,000 UK respondents and was carried out by Future Poll, the research division of the Future Laboratory.
The Future Poll survey confirms 32% of British shoppers specified that they now mainly shop for everyday purchases from local sources. A similar number (31%) also identified that sourcing local products is now a priority when making essential purchases.
The New Villagers are increasingly looking for a more friendly, local and meaningful service to enhance their shopping experience, with more and more consumers maximising social networking reach as a one-stop-shop to connect them to their local community and providers. The report confirms that shoppers are sharing information on local forums and Twitter to advise other members of The New Villager group on local shopping finds and tips.
Jeremy Baker, Affiliate Professor at ESCP Europe Business School, commenting on the 2011 American Express Spendsetters Report, “More and more shops, global and local, are recognising how important localism is for the British shopper – not least, localism has a distinct eco advantage, minimising food miles. The influence and buying power of The New Villager has encouraged businesses to utilise social media platforms such as Facebook, Twitter and coupon sharing websites as a way of communicating new products to the local community. This has further strengthened consumer power, with shoppers having an immediate impact on how their local shops buy, source and showcase products.”
In response to this growing trend, recent years have seen a rising number of both retail giants and independent, local stores reinvent their sales strategies to bring local produce to the forefront of consumers’ minds through location-specific alerts on social media outlets.
Janet Davies, the proprietor of Stems Floral Design, a boutique florist in Holborn, London who has seen the emergence of these ‘New Villagers’ in her store says: “A sense of locale has always been important to our long-standing clients, but with traditional community boundaries now being set by the internet we are using Facebook, Twitter and our blog to engage with our regulars as well as the growing number of shoppers who are not necessarily on our doorstep but are looking to champion their community.”
Simone Clarkin, owner of mmm..., an artisan food store in Newcastle sourcing and selling products from local suppliers, comments: "A growing affection for nostalgia means that shopping locally is being regarded as more soulful and rewarding. Social media has provided a tool to reach out to almost 5,000 foodies, providing a sharing platform for recipes and ideas whilst also promoting the artisan experience. This is exactly what The New Villager is looking for.”
2011 AMERICAN EXPRESS SPENDSETTERS REPORT:
The New Villager profile – THE FACTS
• 46% of consumers try to support their local economy through their shopping habits
• 31% look at local sourcing as part of their essential purchases
• 32% mainly shop for everyday purchases locally
• 29% of British consumers want to be part of their local community and therefore purchase from more local vendors
• 28% of consumers look for local and friendly service
• New Villagers share information through local forums and Twitter
NOTES TO EDITORS
The five typologies of shopper identified by the 2011 American Express Spendsetters Report are:
• The New Villagers consume both on- and offline from their local community, and in turn, fees more connected, more honourable and more sensible, in the belief that shopping locally is a more sustainable solution in the long-term.
• Digisavers harness all the latest online developments 1916338565 to ensure the best value when shopping – this includes the phenomena of group-buying, cash-back sites, location-based networking, price comparison sites and augmented retail.
• Karmercialists care about shopping the right way and aim to make ethically and environmentally sound choices. A number of new tools facilitate this, including webcams, user-generated reputation sites and QR codes revealing provenance.
• L’Atelierites like to gain access to the creative director, or the atelier; they prefer a highly personalised service and products made especially for them, or in very small runs.
• Personalisers design their own products for similar costs to those on the high street, thanks to on-demand manufacturing. The new technology also opens up the possibility for personal merchandising.
PRESS ENQUIRIES
Hannah Walsh at Rain Communications
T. 0207 828 0118
E: name.surname@raincommunications.co.uk
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