A recent RetailWire panel discussion focused on a recent study of how consumers define “local” retailers. I found the study to be overly generalized, without considering the size of the market or the type of store. Here’s my take:
The BrightLocal study appears to generalize based on a small sample size of 800 respondents. The definition of “local” will vary greatly from market to market: Surely a New Yorker’s definition is far different from a consumer who lives in a sprawling market where long drive times are the norm. (Think L.A., Dallas and many others.) And the definition of “local” also depends on the type of store: Consumers may be able to drive 20 miles to the nearest Costco store but only a few blocks to the closest Walgreens or Starbucks.
It would take far more data to convince me that 17 minutes is somehow a “magic number.”