Understanding the UK Market
Even with the uncertainty of Brexit, the UK remains a key market for international businesses. Now that we are in the transition period, you may understandably have questions and concerns about how to increase sales in the UK.
The UK Post-Brexit and Your Business
While the consequences of Brexit are hard to predict, thankfully there’s still time to figure out the market before it becomes overly complicated. While the UK may have left the European common marketplace, the uniquely British attitude to products and services hasn’t changed, and the means by which you can reach customers remain supported by years of data.
Understanding British values
The first aspect to consider when approaching the UK as a market are the values people place upon products and services and the considerations they make prior to a purchase. Even in a world of impulse buys and one-click checkouts, UK shoppers have their own priorities. To tackle the marketplace and concentrate on increasing sales in the UK, businesses need to analyse where they fit in it. Before all of that though, it’s important to acknowledge that if you are selling a product, it’s hard to miss the prevalence of Amazon, and thus competing directly with the retail giant may even be impossible in certain industries.
Core concerns for UK customers
There are certain things that people in the UK care about when making purchases, including:
In order to avoid a race to the bottom, it’s important not to focus too much on price, especially when cheaper alternatives are always available somewhere. Increasing sales in the UK is thus about more than matching prices to volume. Shipping will also be an issue you can’t probably deal with directly.
Focus on the quality and design of your products
While everyone is said to love a bargain, no one likes having to buy the same thing two or three times due to poor quality craftsmanship and design. Creating high-quality products and offering excellent service, with the reviews to support your claims, is key to alleviating the concerns of customers in the UK and helping to increase sales.
Create a brand worth talking about
People buy from brands they trust. The reason they choose one brand of cola over another isn’t because of taste – it’s because they’ve been loyal to one brand all their lives. The same goes for the phones they choose, the clothing stores they shop in, and the supermarkets they visit regularly – even if the prices and stock are very similar.
Accessing UK customers from abroad is helped by high proportion of people in the UK using the Internet. According to Hootsuite’s Digital 2019 report on the UK, 90% of UK residents go online every day (source: Think With Google), while a 2019 survey by the World Bank Global Financial Inquisition reveals that 81% of people in the UK over the age of 15 make purchases or pay bills via the Internet. Addressing the market online via social media and having an easy-to-use e-commerce site can enable you to reach a portion of that audience.
It’s worth remembering though that, while the UK is a geographically relatively small country for its population, the behaviours of people in different cities can vary significantly. Using localisation services to target your marketing and advertising towards people in different regions can better focus your efforts at increasing sales in the UK.
How can we help your business?
Marketing translation is a core aspect of our business, and with it comes knowledge of the UK as a market. Get in touch for a quote and see how we can help you access the UK marketplace.