Greeting card retailers, Lark London and Halls of Llandaff are among the independent retailers to star in Visa’s current Where You Shop Matters campaign. Pete Hall (owner of Halls) and Lark’s owners, Priya and Dominic Aurora-Crowe all appear in specially shot videos commissioned by Visa as part of the credit card company’s commitment to help 50 million small businesses globally to adapt to the changing landscape caused by the pandemic.
The hefty marketing campaign from Visa straddles both encouraging consumers to support independent businesses as well as helping small business to adapt to the changing circumstances, such as by embracing online opportunities.
In a film, shot of them in one of their six card, gift and lifestyle stores in South London, Priya and Dominic, co-owners of Lark London share how, when lockdown happened, they diverted their efforts to developing their online presence, using Shopify.
“We agreed to be involved with the filming as our feeling is that any publicity is good,” Priya told PG Buzz. “Since it has been released by Visa we have received loads of comments. It has definitely helped us get on the radar,” she added.
The retailer went online in March last year with a collection of gifts, homewares and a limited selection of greeting cards. “Before lockdown, greeting card sales online were not very strong, but they came into their own as people were then bulk buying,” said Prya.
Click below to watch the film of Prya and Dom:
As Priya said on the film: “Times like these are tough for us small businesses. So, let’s get the high street online and remind the country that where you shop matters.”
For Pete Hall, owner of Cardiff-based Halls card shop, his film appearance is something of a sequel as he also featured in Visa’s pre-Christmas campaign to prompt the public to support indies.
This time though, Pete shares the spotlight with three other retailers, who collectively deliver the message that while they have adapted to the changing circumstances to continue to serve the local community, they now need the support of the public, signing off with the message: “Now, more than ever, where you shop matters”
Click below to watch Pete in the film:
“Small businesses are the heart of our communities, but we know that many are worried about what the coming months look like,” says Jeni Mundy, Visa’s managing director, UK & Ireland. “We can all do our bit to support small businesses, so as we enter a crucial phase for the recovery, we urge shoppers to support small businesses in every possible way – be that in-store or online. Where people shop matters to the success of their local high street and the community.”
However, concerns about the coronavirus are still having a significant impact on small businesses’ ability to recover, but how footfall is bearing fruit. Bearing out the general held view from cardies, Visa’s research details that, nine out of ten (92%) small businesses report that shoppers are spending less time browsing, compared to pre-lockdown levels.
However, on the positive front, over three quarters (76%) reported that shoppers are visiting their store to buy products rather than just to browse (ShopAppy.com), and research from Kantar has revealed that over two thirds (68%) are still concerned about the economy, health and the future.
Nevertheless, as Visa’s research has confirmed, consumers have continued to support independent businesses throughout the pandemic, with one in two adult shoppers saying they are actively trying to support independent retailers and businesses. Over half of those surveyed (51%) have shopped from a small business at least once a week since late March.
Top: Lark London’s co-owners, husband and wife team Dom and Priya Aurora-Crowe on the Visa film.
