Farm shops insured with NFU Mutual offered free social media tools to help them connect with their communities as research reveals 55% of shoppers want to ‘support local'

New research from the insurer reveals that 37 percent of shoppers named social media as one of the mostly likely ways they would discover a new local retailer, a figure which climbs to 55 percent for18-34-year-olds.2

Wanting to support local stores is the most common reason for shoppers to choose to do business with a local retailer, with 55 percent saying this factors into their decision. Internet users are spending an average of two hours and twenty-two minutes a day on social media.

NFU Mutual has launched a new partnership offering retail insurance policyholders 12 months free access to social media expertise and management tools to help businesses connect with their communities. The free service is part of their wider package of support for customers and communities during the pandemic, and follows research from the insurer showing that 55 percent of shoppers want to support local stores.Thirty-seven percent named social media as one of the most likely ways they would discover a new local retailer, a figure which climbs to 55 percent for18-34-year-olds.

Providing partner Maybe* is part of the Government’s High Streets Task Force, set up to provide expertise, knowledge and support to help regenerate high streets across the country. The year-long membership, worth £1,140, will provide NFU Mutual’s new and existing small business customers with tools and training to help them maximise cut through and return on investment from their social media activity.

With research from DataReportal also revealing that internet users now spend an average of two hours and twenty-two minutes a day scrolling through their social media feeds - with 43% increasing use during the pandemic - local businesses are being encouraged to consider how they can engage with customers across online channels.

Zoe Knight, Commercial Insurance Expert at NFU Mutual, said: “Social media has changed the way we communicate and shop, and has become an increasingly important way for businesses to connect with customers. Over a quarter of shoppers increased the amount of business they do with local retailers during the pandemic, and we want to help our small business policyholders use social media to maintain those relationships, as well as attracting new customers.”