Colin Johnson, Nextdoor's Head of Retail, QSR and CPG, sat down with MikMak to break down how national brands and retailers can make themselves a little more local this holiday season. Highlights from the conversation include:
- There is a continuing trend around “localism,” which is broadly defined as a consumer preference for brands and businesses located geographically nearby. Today, 87 percent of Nextdoor neighbors travel 15 minutes or less for their everyday purchases, and broadly 72 percent of US adults are making it a priority to support local businesses more than they did prior to the pandemic.
- There is significant differentiated value, affinity, and sales that can be unlocked nationally when brands connect in a personalized manner based on where consumers reside. By leveraging technology and tools that deploy a national message with local personalization we’re seeing brands unlock meaningful impact across all age, ethnicity, and income groups.
- Nextdoor members are most looking forward to the holiday stories they'll see in advertisements this year. A recent GWI survey showed that 33 percent of neighbors look out for and enjoy checking out products being advertised in holiday ads, 8 percent higher than the US average.
Read the full conversation: Countdown to the Holidays with MikMak featuring Colin Johnson.
