News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
British retailers should fly the flag, capitalize on increased pride
Following a year of celebrations in the UK, the population is a lot more "proud" to be British which, says retail and shopper marketing agency Savvy Marketing, will have a knock-on effect for retailers.
The Queen's Diamond Jubilee, along with the Olympics and Paralympics, has done much to swell the pride of the British.
According to Savvy Marketing's "Proudometer", attitudes towards "Britishness" have changed significantly. Whereas 59% of the population was "proud" to be British at the start of 2012, that figure has rocketed up to 76% at the end of August.
While all age groups saw increases in pride as the year progressed, it was more evident among older age groups. Among 65 - 74 year olds 58% said they were "very proud" at the end of August compared with 30% of 18 - 24 year olds.
The knock-on effect for retailers is the increase in propensity to "buy British". At the start of 2012 just over two-thirds said they were likely to buy goods made in their country. By the end of August that figure had risen to nearly three quarters (72%).
The age group that is more likely to buy British now than at the start of the year is the 45 - 54 year olds, rising from 25% at the start of 2012 to 32% in August.
"Our panel shows the Olympics in particular has provided a massive boost to the pride of being British and has given the nation as a whole a much needed positive lift during very tough economic times," said Catherine Shuttleworth, CEO of Savvy Marketing.
"The retail sector has seen inconsistency in spending patterns over the summer, but now needs to turn its attention to maximizing and prolonging this feel good feeling and positivity in the build up to Christmas. Those retailers who decide to continue to fly the flag may well be able to keep the British love going to their commercial advantage."
- Commuters highly engaged and active mobile audience for brands, retailers
- We2 to connect NYC's retailers and consumers via 'social WiFi'
- Consumers rate email as most relevant and accurate of all channels
- Research: Silver surfers feel undervalued by retailers
- Global PC sales fall for sixth consecutive quarter
- Releases evaluate content, make file sharing simpler
- Responsys: Mobile pushing conversions
- How to build loyalty through games
Featured White Papers
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...
- 10 Tips to Make your Facebook Content Newsfeed-Worthy
There's only one surefire way to reach the heart of your Facebook Fans: the newsfeed. And for brands, that means...
- Benefits of Web Self-Service
Customers want to solve their issues quickly and easily on the Web. Here we provide 3 recommended capabilities to invest...
- Google Hummingbird - The Marketer's Guide
Hummingbird is the most dramatic change that the Google search algorithm has seen in well over a decade....
- Worksheet: Are You Ready for Marketing Automation?
Use this worksheet to determine if your company is ready to use marketing automation. Regardless of your score, there's good...
- Wiley's Modern Marketing Book Bundle - A Free 163 Page Sampler
This Wiley e-book bundle includes selected materials from 6 recently published titles in Wiley's expansive catalog of titles. The material...
- 5 Recurring Revenue Growth Secrets
Your existing customers are the lifeblood of your business and the revenue that they provide is your most profitable. Why...