Buying local is a movement that has taken all types of commerce by storm. Individual consumers have taken a strong interest in knowing the story behind the products they buy: where they come from, who made them and under what conditions.
The evolution of artisan and craft marketplaces has also placed an emphasis on supporting homegrown businesses and quality, handmade goods. People are seeking out items that represent either familiar or uniquely interesting cultural characteristics.
Several subscription boxes have begun to capitalize on this trend and offer regional products that give the buyer a taste of a state or city’s local flavor.
Here’s why owning and buying local subscriptions are worth your while:
1. Character Development
Figuring out an engaging voice for your subscription box that speaks to your target audience is a difficult task. However, you can do this much faster if you develop your brand around a city you are familiar with or live in. Most places have an iconic personality that is easily identifiable and fun to play off of in your copy.
The ATX Bat Box is an awesome example of a subscription box crafting a brand personality around a specific city. Austin is known for many things, particularly the awesome and somewhat terrifying exodus of bats every summer night on the South Congress bridge and the slogan “Keep Austin Weird.” This slogan itself represents Austin’s emphasis on shopping local.
The Bat Box hasn’t publicly launched, but already built a significant following on social media by speaking in a tone that is familiar and appealing to Austinites and people who wish they lived in Austin. Subscribers get a chance to explore fine BBQ and discover music from the “Live Music Capital of the World” without ever buying a plane ticket. Deciding to focus on local sellers and artisans helped this box grow its brand and character quickly in a competitive market.
2. Community Collaboration
Keeping your box local helps you find and develop relationships with vendors that are extremely useful and necessary for subscription success. Instead of sending an email into the inbox vortex or cold-calling a busy business owner, you can walk in and have an informal chat with community members and small businesses on what they are interested in. Human conversation and connections are a straightforward, yet often overlooked, way to find feedback and improve your product.
You can also participate in community events that increase brand awareness and may even double your chances of being mentioned in local or regional press. Some subscription ecommerce businesses such as Portland’s TiqueBox take advantage of their hometown base by throwing launch parties and celebrations that engage their customers both on and offline.
3. Complementing Local Brick & Mortars, Not Competing
While ecommerce continues to grow, people still enjoy the window-shopping and discovery aspect of regular commerce. Many local shops are filled with original trinkets or products that are unique to their brand. By participating in the subscription and digital economy, they can reach customers that don’t necessarily find them by chance or foot traffic. You’re not threatening their business, you are providing a chance to participate in omnichannel marketing and selling that can be a huge boost for you and them.
Birchbox, a subscription pioneer, has already proved that there is a lot of power and potential in brick & mortar for subscriptions by choosing to invest in a retail space that will enhance their customer experience. Subscription boxes are a great way to not only test the local economy but also make positive contributions to local businesses.
What’s the most unique item you’ve received or added to your subscription box?
