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7/28/2019 What Seattle Really Thinks About Local
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What Seattle Really Thinks About Local
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seattlenetwork.org
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BRANDING · MARKETING · DIGITAL · VIDEO · SOCIAL
TRAYcreative.com
WE
KNOW
LOCAL
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Purpose and Content
Why we’ve undertaken the study
This study is part of Seattle Good Business Network’s efforts to provideSeattle’s locally owned businesses with the marketing insight they need
to more effectively compete against non-local chains and corporations.
What we’ve measured
• How Seattle-area consumers define the term local.
• The importance of purchasing from locally owned businesses inSeattle / King County.
• Specific consumer segments within the Seattle market.
• How much more, if any, consumers are willing to spend for locallysourced products and services.
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Methodology
Technique: Online Survey
Criteria:
• King County residents: 75% Seattle; 25% King County outside of Seattle
• Age: 18+ years; reflective of King County age demographics
•
Have primary or shared shopping responsibility in householdFielded: April 25 - 30, 2013
Sample Size: 495 completed interviews
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What Are They Buying?
Purchased/Used In Past 6 months
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25%
31%
32%
33%
38%
46%
48%
49%
51%
70%
72%
82%
85%
88%
97%
Children’s clothes/toys
Professional services
Home services
Fitness services
Home furnishings
Pet products/services
Beauty salon/spa/massage
Financial services
Automotive
Healthcare services
Books/music/videos
Personal care products
Clothing/shoes/accessories
Restaurant/bakery/coffeehouse
Groceries
Q. Which of the following categories have you purchased or used in the past 6 months? Base: All respondents
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Why do they shop
where they do?
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: All respondents
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Low prices
60%
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: All respondents
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Quality products/services
62%
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: All respondents
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Convenient location
63%
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: All respondents
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Locally owned
12%
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: All respondents
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Other Factors
Variety of products/services
Reputation
Knowledge/expertise
Return policy
Products in stock
Hours
28%
21%16%
13%
12%
8%
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: All respondents
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What Is Local, Anyway?
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7%
15%
15%
21%
42%
65%
79%
Non-local company, local employees
Locally owned, national franchise
Non-local, sells locally made items
Global company headquarters in area
Multiple NW/West locations
Multiple area locations
Locally owned in area
“Local” is…
Q. How “local” is a business if it is… Top 3 box summary (8-10, on a 10 point scale where 1 means “Not at all local” and 10 means “Extremely local”)
shown. Base: All respondents
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How Important Is It to Shop Local?
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Q. Compared to other things in your life, how important do you think it is to shop at locally owned businesses? Base: All respondents
13%
Unimportant
29%
Neutral
58%
Important
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What Are Their Attitudes About Shopping Local?
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52%
49%
42%
35%
31%
31%
30%
29%
Makes me feel good
Helps jobs/economy
Like to tell others about cool local businesses
Wish more online options were available
Online has better price and selection
Online shopping is more convenient
Shopping local is more environmentally responsible
Want them to stay in business
Q. For each of the following statements, please tell us how much you agree or disagree. Top 3 box summary (8-10, on a 10 point scale where 1 means
“Strongly disagree” and 10 means “Strongly agree”) shown. Base: All respondents
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What Are the Main Benefits to Shopping Local?
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81% 80%
45%
39% 38%35%
28%
Enhance the localeconomy
Support mycommunity
Creates self-reliance
Makes me feelgood
Close to myhome/work
More personal Better for theenvironment
Q. What are the main benefits of shopping at a locally owned business for you? Q. What, if anything, prevents you from shopping at a locally owned
business? Base: All respondents
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What Holds Them Back From Shopping Local?
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Q. What are the main benefits of shopping at a locally owned business for you? Q. What, if anything, prevents you from shopping at a locally owned
business? Base: All respondents
52%
27%23%
20%17%
Costs more/higher prices Inconvenient location No local options Less convenient hours Unsure which stores arelocal
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Will They Pay More For Local Options?
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Q. In general, how likely are you to pay more for products or services offered by locally owned business? Base: All respondents
46%
LikelyUnlikely
21%
Neutral
33%
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How Much More Are They Willing To Pay?
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Among those willing to pay more, they are willing to pay:
Q. On average, how much more are you willing to spend for these products or services offered by a locally owned business?
Base: Those who are likely to pay more at locally owned businesses
16+%
More
1 - 9% More 10% More 11-15% More
25%16% 36% 23%
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What % of Their Shopping Goes to Local?
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Q. In the past 6 months, approximately what percentage of your purchases have been from locally owned businesses in each of these categories? Mean
percent (from 0% to 100% purchased from locally owned businesses) shown. Base: All respondents/Variable base size
21%
22%
23%
26%
26%
37%
38%
38%
41%
48%
55%
64%
80%
82%83%
Clothing/shoes/accessories
Personal care products
Home furnishings
Books/music/videos
Children's clothes/toys
Professional services
Financial services
Groceries
Pet products and services
Automotive
Fitness services
Restaurant/bakery/coffeehouse
Healthcare services
Beauty salon/spa/massageHome services
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Three Groups You Need to Know
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Q. When deciding where to shop for products or services, how important is it that a business is locally owned? Top 3 Box, Mid 4 Box, Bottom 3 Box.
Base: All respondents
Fence Sitter (67%)Price Shopper (12%) Local Loyalist (21%)
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Local Loyalists: Demographics
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Base: Local Loyalists
Average Age: 50 years
Gender: Female: 53%Male: 47%
Residence: Seattle 82% King County 18%
Area Tenure: 25 years in King County (avg.)34% have been in King Co. 11-20years32 years in Pacific NW (avg.)
29% have been in PNW 11-20 years
HouseholdIncome: $100,260 (avg.)
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Local Loyalists: Shopping Factors
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Local Loyalists are more likely than other groups to seek out
locally owned businesses, and to value the knowledge andexpertise of a business.
63%60%
40%34%
26%
62% 63%60%
12%16%
Quality products/services Convenient location Low prices Locally owned Knowledge/expertise
Local Loyalists All Shoppers
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: Local Loyalists
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Local Loyalists: The Importance of Local
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Relative Importance of Shopping Locally Owned Businesses
Unimportant Neutral
90%
Important
Q. Compared to other things in your life, how important do you think it is to shop at locally owned businesses? Base: Local Loyalists
10%
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Local Loyalists: Willingness to Pay More
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Willingness to Pay More at Locally Owned Businesses
1%
Unlikely
20%
Neutral
79%
Likely
Q. In general, how likely are you to pay more for products or services offered by locally owned business? Base: Local Loyalists
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Local Loyalists: Attitudes About Local
Local Loyalists are extremely motivated by a sense of duty to
their community.• Shopping local makes me feel good: 85%
• It helps with jobs and the economy: 85%
• I like to tell others about cool local businesses: 75%
• It’s more environmentally responsible: 65%
• I’ll shop around to find local options: 56%
• I shop local so the owners can stay in business: 55%
• I wish more online options were available: 55%
• I will pay more at locally owned businesses: 50%
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Q. For each of the following statements, please tell us how much you agree or disagree. Top 3 box summary (8-10, on a 10 point scale where 1 means
“Strongly disagree” and 10 means “Strongly agree”) shown. Base: Local Loyalists
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The Takeaway
Local Loyalists…
Are your core customers – those already patronizing your business.
Keep them loyal by reinforcing how you financially support thecommunity and employees, communicate where your products comefrom, how you impact the environment, offering new ways to shopyour product and service offerings, and supporting your employees.
They are most motivated when you do the following:
• Ensure that dollars flow back to local economy: 76%
• Stock locally sourced products: 74%
• Offer products/services online: 71%
• Offer benefits to your employees: 69%
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Q. How likely would the following cause you to shop more often at locally owned business? If the business… Base: Local Loyalists
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Three Groups You Need to Know
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Q. When deciding where to shop for products or services, how important is it that a business is locally owned? Top 3 Box, Mid 4 Box, Bottom 3 Box.
Base: All respondents
Fence Sitter (67%)Local Loyalist (21%)Price Shopper (12%)
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Base: Price Shoppers
Price Shoppers: Demographics
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Age: 48.5 (avg.)
Gender: Female: 40% Male: 60%
Residence: Seattle 61% King County 39%
Area Tenure: 27 years in King County (avg.)33 years in Pacific NW (avg.)
HouseholdIncome: $88,880 (avg.)
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Price Shoppers: Shopping Factors
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Price Shoppers are more likely than other groups to base
purchase decisions on value – the best available mix of lowprices, high quality and good selection. Locally owned is not
important to them.
Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: Price Shoppers
73% 73%
54%
44%
0%
60% 63% 62%
28%
16%
Low prices Convenient location Quality products/services Seek variety ofproducts/services
Locally owned
Price Shoppers All Shoppers
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The Takeaway
Price Shoppers…
Are a difficult audience to convert. Their priorities and values representlarge hurdles for locally owned businesses to overcome. Your efforts arebetter spent elsewhere.
However, there are a few things you could do to attract some of them:
•
Have 5-star reviews: 36%• Have a local rewards program: 34%
• Offer products/services online: 29%
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Q. For each of the following statements, please tell us how much you agree or disagree. Top 3 box summary (8-10, on a 10 point scale where 1 means
“Strongly disagree” and 10 means “Strongly agree”) shown. Base: Price Shoppers
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Three Groups You Need to Know
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Q. When deciding where to shop for products or services, how important is it that a business is locally owned? Top 3 Box, Mid 4 Box, Bottom 3 Box.
Base: All respondents
Local Loyalist (21%)Price Shopper (12%) Fence Sitter (67%)
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Fence Sitters: Demographics
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Base: Fence Sitters
Age: 48.5 years
Gender: Female: 51% Male: 49%
Residence: Seattle 71%
King County 29%
Area Tenure: 26 years in King County (avg.)30% have been in King Co. 0-10 years31 years in Pacific NW (avg.)23% have been in PNW 0-10 years
HouseholdIncome: $95,000 (avg.)
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Fence Sitters: Shopping Factors
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Q. When shopping for products or services, what are your 3 most important factors in deciding where to shop? Base: Fence Sitters
64% 63% 62%
7%
60% 62% 63%
16%
Low prices Quality products/services Convenient location Locally owned
Fence Sitters All Shoppers
Locally owned is somewhat important to them.
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Fence Sitters: The Importance of Local
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10%
58%
Important
Fence Sitters are less likely than Local Loyalists to say that
shopping locally owned businesses is important to their lives,but they still find it important.
Unimportant
10%
Neutral
32%
Q. Compared to other things in your life, how important do you think it is to shop at locally owned businesses? Base: Fence Sitters
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Fence Sitters: Willingness to Pay More
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Willingness to Pay More at Locally Owned Businesses
44%
LikelyUnlikely
17%
Neutral
39%
Q. In general, how likely are you to pay more for products or services offered by locally owned business? Base: Fence Sitters
S A d Ab l
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Fence Sitters: Attitudes About Local
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Q. For each of the following statements, please tell us how much you agree or disagree. Top 3 box summary (8-10, on a 10 point scale where 1 means
“Strongly disagree” and 10 means “Strongly agree”) shown. Base: Fence Sitters
Fence Sitters shop local because they want to help the
community, but they want more convenient options.• Shopping local makes me feel good: 47%
• It helps with jobs and the economy: 44%
• I like to tell others about cool local businesses: 38%
• I prefer the convenience of online shopping: 34%
• I wish more online options were available: 32%
• Online has better price and selection: 31%
Th T k
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The Takeaway
Fence Sitters…
Represent the largest potential audience segment for your business.They have some inclination to shop at locally owned businesses but justneed a few more incentives. They want to support local businesses butthey want it to be easy.
How to connect with them:
• Offer products/services online: 47%
• Ensure that dollars flow back to local economy: 45%
• Have a local rewards program: 44%
•Have 5-star reviews: 42%
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Th T k
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The Takeaway
Fence Sitters…
Additional ideas to consider:
• Reinforce how your personal involvement in your business leads to ahigher level of quality products and services.
• Show how you are interconnected with the local community from an
economic and personal standpoint.• Reduce the perception that your prices are substantially higher than
non-local competitors.
• Use social media and review sites to inform the community aboutwhat you offer and the level of your quality.
• Consider ways that your customers can share their good feelingsabout shopping local.
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W L k F d t O i C ti !
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We Look Forward to an Ongoing Conversation!
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David Bauer @davidrbauer
Paula Rosecky
4703 Ballard Ave NWSeattle, WA 98107
Phone: 206.706.7618
www.hemispheresinsights.com