Retailers are creating homey campaigns that use the term "neighborhood" to capitalize on people's sense of place, reports USA TODAY. Many Starbucks stores, for instance, now boast that they have the best espresso "in the neighborhood." Applebee's has a new slogan: "It's a whole new neighborhood." Wal-Mart's smaller-scale suburban stores call themselves Wal-Mart Neighborhood Markets. Tesco's new grocery stores are dubbed Fresh & Easy Neighborhood Markets. Even Lowe's is onboard to be a neighborhood hardware store.

There goes the neighborhood?

Not exactly. The term "neighborhood" is beloved because it gives people a sense of place.

"Times of global stress cause people to retract and to want a sense of community," says Renee Fraser, a Los Angeles ad psychologist. "Belonging to a neighborhood really motivates people."

To buy, the marketers hope.

But marketers who talk the talk but don't actually get involved in neighborhood activities will turn off customers, says Fraser. "You can't just say it, you have to do it."

Here's how some are trying:

* Starbucks -- In-store promotions at Starbucks stores brag about "the neighborhood's best espresso."

Starbucks stores have always talked about -- and acted on -- being part of the community, says spokesman Brandon Borrman. "It's part of who we are."

* Applebee's -- Now under IHOP's ownership, Applebee's, the nation's largest casual dining chain, is trying to reach back to its roots as a neighborhood hangout, says IHOP CEO Julia Stewart. "We went back to what our customers already know," she says. "Applebee's always was the neighborhood place." New TV spots point out: "You're not just our customers, you're our neighbors."

* Wal-Mart -- The chain opened its first Wal-Mart Neighborhood Market in 1998 in Bentonville, Ark. It now has 132 — and 25 more on tap in 2008.

The goal of these smaller stores is to be nearby in neighborhoods "so customers don't have to travel a great distance to our store," says Linda Blakley, a spokeswoman.

* Tesco -- The British retailing giant originally planned to call its new stores Fresh & Easy Community Market. "We got absolutely pushed back on that" by focus groups, says CEO Tim Mason. Consumers much preferred the friendlier term "neighborhood," he says.
*Lowe's -- The home improvement chain launched a Web site for spring that urges folks to "come meet your new neighbors." A new TV spot says, "At heart, we're still a neighborhood store."

Then there's Traders Neighborhood Store, a furniture store that opened 11 years ago in Atlanta.

Owner Michael Knight says his definition of neighborhood store is simple: "I live in the neighborhood, and I'm in the store every day."