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Shop Local 30 Campaign Data, Part 2, Day 1
Monday, December 10th, 2012 -- 9:51 am
Posted by Riley Hebert-News Director
-The Neillsville Area Chamber of Commerce released part 2 of the Shop Local 30 Campaign Data.
In part one of the Chamber’s Shop Local 30 data review, they examined participant demographics, destinations for out-of-town purchases, and the general categories for those purchases.
In part two of this series they considered options for closing the gaps and filling the potential unmet needs of Neillsville residents. “As a result of gathering the respondents’ primary reason for leaving the community, we were able to determine the frequency and cost of what may have been unplanned purchases,” said Deanna Heiman, Executive Director of the NACC.
“For instance, the number one primary reason for leaving the community was for a medical appointment,” said Heiman, “and the top category for outside purchases was groceries. If the participant was not required or had not chosen to leave the community to receive those medical services, it’s very likely those groceries would have been purchased in town,” said Heiman.
The data also pointed out the number of stores visited once residents arrived at their destination.
The majority of the time purchases were made at one store (65%), with two stores at 19%, three stores at 6%, four stores at 8%, and five stores at 2%.
This illustrates the potential for out-of-town purchases to branch out across different types of retailers regardless of the initial reason for the trip and a compelling reason for local businesses to work together to reinforce shopping local.
“The branching out effect isn’t confined to retailers,” said Heiman, “Non-retail businesses, such as restaurants, benefit from the increase in traffic as well.”
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