OPINION: This store offers a masterclass in community events

Amrit Singh’s H & Jodie’s Nisa Local in High Heath, Walsall is building both community and customer loyalty through expertly planned local events.

After discovering there was no outdoor screening of the England World Cup semi-final, the retailer rushed out to buy a 72” screen to host an event outside the front of the store. More than 300 local residents turned up. “As retailers we absolutely love serving this community and putting on events like this is truly a pleasure and a privilege!” the store posted on Facebook. The post, which included a video of from the celebration of England’s goal was viewed 40,000 times, received 150 likes, 36 shares and 29 comments. One resident said: “Thank you for organising this and the great service you provided, A credit to the local community.”

Less than two weeks later, the store hosted a phenomenal fun day, with face painting, a bucking bronco and arcade machine supplied by Red Bull, wine and cider tasting with Yellow Tail and Thatchers, a carnival ride, bouncy castle, a raffle, live music, a magician and street food. The event raised £2,000 for charities. A professionally shot video (see below) reached 3,200 local people. “Communities need people like you,” said one local resident.

In the winter, the store hands out free rock salt to help keep driveways and pavements clear and residents safe. The store also hosted a world champion Trompos performer to give a demonstration in store.

Asked why he invested in the summer events, Singh told Retail Express: “It’s about giving back to the community that supports you. It’s making sure people shop at your store not just because you are the closest, but because they want to be a part of your shop.”

Discussing the reach achieved by social media through his coverage of the events, he advised: “Shop owners should look into using the Facebook page app, it tells you everything you need to know, the demographics of your customers, the best time to posts and what works best for your community.”

Read more: Shop owners share their top advice in the Retail Express Workshop