Ecommerce and Retail, Marketing Infographics, Mobile and Tablet Marketing, Retail

Marketers: Recognize These Behaviours Central to British Buying

British Buying Behavior

Did you see what I did there? This Midwesterner used the British spelling of behaviour rather than behavior. I just wanted to prove to everyone how worldly I am… or not. I’ve actually never been to the United Kingdom despite Scottish and British heritage on my Mum’s side of the family. (See that? I did it again!)

Ok, humour aside (doh!), this is some great information captured by CM Brand. I actually believe this is probably a more accurate depiction of urban purchasing behavior here in the United States as well.

Understanding consumer behaviour is not just about finding out what products or promotional gifts appeal to a demographic. From a marketer’s perspective, it should be about getting down to specifics like why a customer acts a certain way in a unique gift store, how people share information with each other, and what cultural or societal influences are at work in shaping their perceptions. Max Baumber

Here’s a rundown of behaviors to keep in mind as you’re developing your marketing strategies abroad (and even here):

  • UK Shoppers are Loyal – capture their data, keep in touch, and personalize marketing efforts.
  • UK Shoppers Value Free, Reliable Delivery and Product Returns – resolve delivery issues and provide free returns to thrive in online retail.
  • UK Shoppers Research Products Online  – ensure customers can find information about your products online through search, social, and a comprehensive product-focused site.
  • Stores Are Still Essential to the Brit’s Buying Journey – Integrate your online and offline stores for a seamless shopping experience and reward in-store purchases and loyalty.
  • Product Knowledge of Sales Associates and Ability to See Products Are Important – Provide a smooth in-store experience to customers by investing in training and developing in-store sales representatives.
  • Millennial Brits Seek Validation from Social Networks – Increase your brand’s presence on social media.
  • Mobile Shopping is Valuable to Younger Consumer Groups – Improve your website’s mobile experience to increase conversion rates for younger shoppers.

Here’s the brilliant infographic, Brits’ Buying Habits and Behaviours Marketers Need to Know.

UK Buying Habits

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Douglas Karr 

Douglas Karr is the founder of The MarTech Blog and recognized MarTech expert. Doug is a Keynote and Marketing Public Speaker. He's the CEO of DK New Media, an agency specializing in assisting marketing technology companies with their inbound marketing - leveraging social media, blogging, search engine optimization, pay per click and public relations. He's developed digital marketing and product strategies for Angie's List, GoDaddy, Salesforce, Webtrends, and SmartFOCUS. Douglas is also the author of Corporate Blogging for Dummies and co-author of The Better Business Book.