When "buy local" is no longer good enough

01/19/2010 | Wall Street Journal, The

"Buy local" campaigns may provide a temporary boost to community-based businesses, but research shows that consumers soon return to their old shopping ways. To maintain local loyalties, businesses should tell stories that "play up the customer connection," says marketing professor Paul Kurnit. Another strategy: Promote your "local" angle along with other socially desirable traits, including sustainability and safety.

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