Businesses in the UK which offer locally-produced goods for sale should shout about the fact, according a leading point of sale product manufacturer.
Now that a double-dip recession has become a reality, consumers want to support British businesses more than ever, says Stockport-based UK Point of Sale. The firm, which has more than 25 years’ experience of helping companies successfully market their goods and services using quality point of sale solutions such as window displays and pavements signs, believes they should be doing everything possible in the current climate to drive business.
Research commissioned by UKPOS found that more than half (55 per cent) of consumers in the UK and the Republic of Ireland would be more likely to go into a shop which displayed a sign saying it sold goods ‘Made in Britain’ in the window. As a result, it has recommended that companies take note of the patriotic mood of consumers and make sure that they are sufficiently promoting the fact that they stock British products.
The survey of more than 2,200 people also found that older consumers tend to be more patriotic than younger shoppers. More than two-thirds of respondents aged 65 and over said they would be more inclined to enter a shop after seeing a ‘Made in Britain’ sign in the window, compared to just under half of 18 to 24 year-olds. Pro-British sentiment was high in Birmingham, Manchester, Norwich and Liverpool, where 60 per cent of respondents said they would support shops backing British businesses.
Debra Jamieson, Sales and Marketing Director at UKPOS, said: “One of our aims in supporting the Made in Britain campaign is to offer expert advice to retailers who want to support companies that manufacture in Britain. These findings clearly indicate that ‘Made in Britain’ isn’t just a catchy slogan, but a genuine consumer influencer.
“We realise that, in the current climate, retailers are having to be more creative in the tactics they use to drive footfall into their stores and this research has shown that supporting Made in Britain has the potential to boost sales by enticing people into shops.”All retailers know that the shop window is their main way of promoting what they sell, but these findings should get the creative juices flowing and encourage retailers to try something new with their window space.”