When the term “hyper-localisation” first hit the scene, seemingly as the latest buzzword in marketing, it gained a lot of traction quickly. One of the most common industries to make use of hyper-localisation, or hyper-local marketing, is the grocery industry. This implementation certainly makes sense for these brick-and-mortar establishments that are always in high demand, but it isn’t limited in its usage. Many other industries, primarily those that make use of brick-and-mortar storefronts, have experienced similar success, but which industry is next to implement this approach?
What Is Hyper-Localisation?
While hyper-localisation agreeably sounds like technical jargon limited to advertisers, the practice is used by many people on a regular basis, and they probably have never realized it. Simply put, it is a method of advertisement that focuses on targeting potential customers in a highly specific area. Users are likely to receive an ad that is based on this method if they rely on a search engine to look for any type of business near their location. For example, if you are walking through town and decide to use your smartphone to find an ice cream shop, you may search “ice cream shop near me.” Instead of garnering results from across the entire city or region, users see information for ice cream shops that are located down the street from their current location. This, in turn, creates leads with a higher level of interest than most other forms of marketing that are less targeted. This is because the potential customers are already in the area and generally are ready to make a purchase.
Hyper-Localisation’s Effect on the Grocery and Food Delivery Industries
Between 2014 and 2015, searches for “near me” services or products expanded by a whopping 130%, and this number has continued to grow at rapid speeds as time goes on. It is convenient, especially with most consumers now conducting searches from their smartphones while on the go, and many have come to prefer these hyper-local search results over more widespread ones. Amidst the global pandemic that turned the world upside-down, the demand for hyper-local-based services or products became even more evident. With many businesses closed and people aiming to support small, local businesses instead of chain establishments, the pandemic fueled “near me” searches in both the grocery and food delivery industries. Likewise, local services like one-hour delivery became a necessity as at-risk individuals were unable to leave their homes and were in desperate need of grocery deliveries.
Because businesses that offer delivery services often operate within a limited delivery radius, this marketing method made it possible for people to find local businesses that served their specific addresses instead of their general region. As cities slowly began to reopen and restrictions were lifted, users continued to support the same local businesses to offset the damaging effects of long-term closures and high unemployment rates. This shift, from formerly supporting large corporations to actively seeking local businesses, has rapidly expanded the popularity of hyper-local searches, and it seems as if this trend is here to stay within the grocery and food delivery industries.
What’s Next for Hyper-Localisation in Other Industries?
This boom in the grocery and food delivery industries, however, has left many wondering which industries will be the next to see an increased demand for hyper-localisation. While it can be difficult to predict something of this nature, trends indicate that it will take over the pharmaceutical and fashion industries in the future. Much like patrons are supporting local grocery stores and restaurants, they are also extending the notion to other brick-and-mortar storefronts. This preference, paired with the immense need for pharmaceutical deliveries for those who remain at risk, is one of the biggest contributing factors to the trend.
Likewise, many people experienced significant delays in receiving packages during the pandemic. With increased shipping times still in place for many online establishments, many are seeking out local fashion establishments when they need items quickly and conveniently. Another leading factor here is that many failed to focus on things such as fashion during the pandemic and are looking to return to normal by visiting locations in-person instead of shopping online as they would have previously.
As the demand for fast delivery increases across all sectors, we have begun to see the creation of local warehousing to hold stock to deliver products, ideally under an hour, at a community level. Traditionally, warehousing is done outside of the city that requires the need for freight supply chains and more time. Ultimately, this transition to the city has enabled businesses to hold stock in localised hubs and deliver more efficiently.
Using Ryde to Create a Hyper-Local Supply Chain
While hyper-localisation can be beneficial for businesses, it can also wreak havoc on existing supply chains. For those who find themselves in need of a hyper-local supply chain, Ryde provides extensive services that aim to streamline operations in a post-pandemic world. By making use of the same platforms that are implemented in national storefronts to provide things like instant or next-day deliveries, businesses of all sizes can level the playing field. With our dedicated, on-demand delivery drivers, we allow you to fulfill orders in less than an hour without the hassle of installing complex software or paying excessive enterprise level fees that simply aren’t affordable (or practical).
Are you ready to make the leap into hyper-localisation in your industry? Whether your business is in the already booming field of grocery or food delivery or in an up-and-coming one such as pharmaceutical, fashion or ecommerce, we are able to cater our advanced technologies in last-mile delivery services to suit your needs so that you can remain competitive in a world filled with large, nationwide establishments.