Attracting Footfall: 3 Ways to Create a Local Destination

Running a small business on a street with low footfall can feel like an uphill battle. You have a fantastic product, you offer brilliant service, but the people just aren't walking past your door. It’s a common challenge, but it’s far from a dead end. In fact, it’s an opportunity. An opportunity to stop relying on chance passers-by and start creating a business that people seek out on purpose.

At Teya, we work with thousands of small business owners, and we know that location is just one part of the success story. The real magic happens when you give people a reason to find you. This is how a small business can sell more on low-movement streets: by transforming from a hidden gem into a celebrated local destination. We’re here to help you do just that. Let’s look at some creative marketing strategies to drive foot traffic and boost your low-traffic street sales.

Become a Local Destination

The first step is to shift your mindset. You're not just a shop on a quiet street; you are a destination waiting to be discovered. To do this, you need to define what makes your business special and create an experience that people can’t get anywhere else.

Find your unique selling proposition

What do you offer that no one else does? Your unique selling proposition (USP) is the heart of your business. It could be a highly specialised product, your own expert knowledge, an unbeatable price, or a truly personal customer service experience.

Think about your target audience. Are you the only place in town that sells sustainable, handmade gifts? Are you a café with a secret recipe for the best flat white? Do you offer personalised style advice that makes every customer feel special? Whatever it is, identify it and make it the cornerstone of your marketing. Your USP is the reason someone will make a special trip to your street instead of visiting a competitor on a busier road.

Create an unforgettable in-store experience

Once customers make the journey, you need to make it worthwhile. Your physical space should be more than just a place to buy things; it should be an experience.

• Atmosphere is key: Think about the music, the lighting, and the decor. Does it reflect your brand? A calm, relaxing atmosphere might be perfect for a bookshop, while a vibrant, energetic vibe could suit a vintage clothing store.

• Engage the senses: The smell of freshly baked bread, the feel of high-quality fabrics, or the sight of a beautiful product display can create powerful, lasting memories.

• Offer exceptional service: This is where small businesses truly shine. Greet people warmly, remember the names of your regulars, and offer genuine, helpful advice. These customer engagement techniques build loyalty and turn first-time visitors into lifelong members of your community.

By focusing on what makes you unique and creating a welcoming in-store experience, you give people a powerful reason to seek you out, no matter where you're located.

Get More People Through Your Door

Becoming a destination is about building a reputation, but you also need practical strategies to capture attention and guide people to your location. This involves a mix of physical and digital tactics to increase your visibility.

Make your shopfront unmissable

Your shopfront is your 24/7 advert. Even on a quiet street, effective signage can make a huge difference.

• Clear and bold branding: Make sure your business name and what you do are instantly clear from a distance.

• A-boards: A well-placed A-board can catch the eye of the few people who do walk or drive by. Use it to advertise a special offer, a new product, or a witty message that shows off your brand’s personality.

• Window displays: Your window is your stage. Create displays that are interesting, beautiful, and regularly updated. A seasonal promotion or a visually striking arrangement can be enough to make someone stop and look. Good business signage is one of the simplest yet most effective forms of local marketing.

Build a strong online presence

For a business on a low-traffic street, your online presence is your high street. It’s where most of your potential customers will find you first. An effective online presence for local businesses is non-negotiable.

• Google Business Profile: This is your most important online tool. Make sure your profile is complete and up to date with your address, opening hours, phone number, and photos. Encourage happy customers to leave reviews, as positive feedback builds trust and improves your ranking in local search results.

• Social media marketing: Choose the platforms where your target audience spends their time. Use Instagram to showcase beautiful product photos, Facebook to build a community and share updates, or TikTok to create fun, engaging videos. Social media marketing for small businesses isn't about being on every platform; it's about being effective on the right ones. Show behind-the-scenes content, introduce your team, and tell the story of your business.

• A simple website: Your website doesn’t need to be complex, but it should clearly state who you are, what you sell, and how to find you. Include great photos and all your essential information.

Host special events or workshops

Events give people a specific date and time to visit, creating a sense of urgency and excitement. Hosting an event can transform a slow Tuesday evening into your busiest night of the week.

Consider hosting:

• A product launch party.

• A workshop or class related to your business (e.g., a coffee tasting, a knitting circle, or a basic bike maintenance class).

• A talk by a local author or artist.

• A seasonal celebration.

Event hosting is a fantastic way to introduce new people to your business and build deeper relationships with existing customers. Promote your events online and in-store to get the word out.

How to Attract More Customers

Once you’ve started to build awareness, the next challenge is converting that interest into actual sales and repeat visits. This is where smart promotional strategies and a focus on community come into play.

Use promotions to create buzz

Well-planned promotions can be a powerful tool to drive foot traffic. It’s not about constantly discounting your products, but about creating timely and attractive offers.

• Introductory offers: Give new customers a reason to make that first visit, such as 10 per cent off their first purchase.

• Seasonal promotions: Tie your offers to holidays, seasons, or local events. A "Back to School" special or a "Summer Sale" can create timely interest.

• Bundles and packages: Offer a deal on a combination of products or services. This not only provides value to the customer but can also increase the average transaction value.

Build a community with a loyalty program

People are more likely to make a special trip for a business they feel connected to. A customer loyalty program is an excellent way to foster this connection and encourage repeat business. At Teya, we refer to our customers as members because we believe in building a community.

Your loyalty program could be as simple as a stamp card or a digital system that rewards customers with points for every purchase. The goal is to make your customers feel valued and give them a reason to choose you over a more convenient competitor. Offer members-only perks like early access to sales, exclusive products, or a special birthday treat.

Encourage word-of-mouth marketing

Happy customers are your best marketers. When someone has a great experience, they are likely to tell their friends and family. You can actively encourage this.

• Ask for reviews: Politely ask satisfied customers to leave a review on Google or your social media pages.

• Implement a referral program: Offer a small discount or a free gift to both the existing customer and the new customer they refer.

• Be shareable: Create an "Instagrammable" spot in your shop or use beautiful packaging that people will want to share online.

Turn Your Street into a Hotspot

You don't have to do it all alone. One of the most powerful strategies for local business growth is to work with others. By collaborating with your neighbours, you can increase the appeal of your entire street, drawing in more people for everyone’s benefit.

Collaborate with other local businesses

Look at the other businesses on your street or in your neighbourhood. Who shares a similar target audience but isn't a direct competitor? Partnerships can open up your business to a whole new set of customers.

• Joint promotions: Partner with a nearby café to offer a discount to each other’s customers. For example, "Show your receipt from us and get a free coffee next door."

• Cross-promotion: Agree to display each other’s flyers or business cards. You can also promote each other on social media.

• Package deals: Work with a complementary business to create a package. A bookshop and a wine bar could team up for a "Books and Bottles" evening.

These collaborations with local businesses create a sense of community and give customers more reasons to visit the area.

Get involved in your community

Deepen your roots in the local area through community involvement and outreach. When people see that you care about the community, they are more likely to support you.

• Sponsor a local team or event: Sponsoring a local kids' football team or a summer fair can be a cost-effective way to get your name out there.

• Participate in neighbourhood events: If there’s a local market or festival, make sure you have a stall or presence there.

• Offer your space: Could you host a meeting for a local community group or display art from a local school?

Organise a street-wide event

Take the lead and work with your business neighbours to put your street on the map. Organising a street-wide event can generate significant buzz and attract crowds of people who may have never visited before.

Consider organising:

• A seasonal street fair with food, music, and stalls.

• A late-night shopping event in the run-up to Christmas.

• A "tasting trail" or "art walk" that encourages visitors to move between different businesses.

By working together, you can create an event that is bigger and more appealing than anything a single business could manage on its own. You won't just be promoting your own shop; you'll be turning your quiet street into a vibrant, must-visit hotspot.