n Bay, more than 80 per cent of thestores are the same. These shopping destinations are dominated by the same quick-servicerestaurants and fashion outlets. Shoppers value comfort and familiarity but I’m not sure the same predictable shopping destinationswith the same brands hold water with most customers. They want unique shopping experiences thatcombine tangible products with convenience and technology. This homogeneity will ultimately drive more shoppers to online shopping. And it presents a majoropportunity for local retailers. Shoppers prefer a tailored, personalised retail experience. This is where local legends can elevatethemselves. Provide a glimmer of originality in the homogenous retail landscape. Experience is key Shoppers still crave the tactile and sensory experience of going in-store. But not enough retailers arebuilding their shopping experiences and creating unique engagements for customers. The level of footfall into physical retail, particularly the destination retail centres, demonstrates thedemand for experiences. A notable exception is Rebel Sport, a brand that has been investing in its store footprint to makebespoke experiences relevant to the locality and authentic to its brand. Shoppers actively seek outthese experiences. More retailers would be wise to deliver on their shopping as an experience opportunity. If there isno experience, the tactile and sensory advantage of in-real-life shopping is lost. Cater to the locals Despite the pressure on small, local retailers there is an opportunity to tap into local communitiesand offer exclusive access and special deals for local customers. Personalisation isn’t new but small local retailers are best placed to deliver on it. Local retailers have an unparalleled opportunity to establish genuine connections within theircommunities. By leveraging their understanding of local tastes, preferences, and needs, they cancurate offerings that resonate deeply with their customer base. This not only fosters loyalty but alsofosters a sense of belonging and exclusivity, which are increasingly valued in today’s retail landscape. Use location as a speed advantage Shopping online is growing rapidly and is only going to be fuelled further by the improving andtimely delivery options now available. Even two years ago, delivery within 48 hours was consideredconvenient and timely. But not anymore. The window of shopper acceptability has shrunk to 24hours and retailers that aren’t on board with this need to get their house in order quickly or losecompetitive advantage. But it isn’t just speed that matters. The importance of last mile has never been more acute and Uberis fuelling this rapidly changing landscape, helping to shift customer perceptions. Uber Direct GM, Duncan Petit, talks about the age of WISMO (where is my order) dawning and howdelivery retailers need to hit four targets: choice – a delivery type to meet your customer’s needs;certainty – confidence and trust in their choice of delivery; speed – for faster customer delight; andtransparency – real-time accuracy for customers. Through services like Uber Direct – a white-label delivery service for businesses – Uber isempowering retailers to meet these demands highlighting the importance of partnering withinnovative delivery solutions to stay competitive in an increasingly fast-paced market. For local retailers catering to local customers, there’s a distinct advantage when it comes to the lastmile. Being in close proximity to the customer means being able to deliver to them quickly. Amid the rising tide of retail homogeneity, local retailers stand poised to offer unique, personalisedexperiences that resonate with customers seeking authenticity and community connection. By embracing their local roots, focusing on experiential retail, and leveraging location-basedadvantages in delivery, local legends can thrive in an era where shoppers crave distinctiveness overuniformity. It’s time for local retailers to reclaim their narrative and redefine the future of retail one authenticexperience at a time.