Sales & Marketing

UK consumers swayed by good grammar and spelling when it comes to shopping with small businesses

Rebecca Smith | 27 October 2015 | 8 years ago

Customers are won over by memorable names  but steer clear of puns
Customers are won over by memorable names but steer clear of puns
If you want to win over UK shoppers, you best steer clear of puns when it comes to business names, but good grammar could draw them in.

New research from Barclays Business looking at what’s likely to boost trade among firms, found UK consumers were sticklers for good grammar, with 89 per cent saying a small business using good spelling would be much more likely to win their custom than one that didn’t.

While many aren’t fans of puns, consumers did see the value of a memorable name, with 87 per cent attracted by it. Similarly, anything’showcasing itself as a British business also won over UK consumers. Some 72 per cent were encouraged to shop at places which had a link to UK heritage in the name.

Barclays alsofound that family named firms were a draw, as two thirds of 2, 006 UK consumers said they’d be more likely to buy from them.

This was particularly the case in the West Midlands, where the percentage rose to 76 per cent. Regional factors held sway too, with more than half of UK consumers more likely to use a firm named after its location particularly in some of Britain’s major cities.

Some 76 per cent of those in and around Bristol were more likely to spend money at businesses named after the city, while 69 per cent of those in Newcastle felt the same.

The main factors which determined where consumers chose to shop were reputation, convenience and the history of a business. Nearly half chose a firm recommended by family or friends. When shopping online, 42 per cent agreed that a poorly designed website was a deterrent, while distance didn’t necessarily put consumers off, if they trusted a firm. A quarter would travel further to use a business they know and trust.

When it came to mentioning the monarchy, customers were actually put off two thirds said they’d be less likely to shop with a firm using Royal references, while 60 per cent would be less inclined to shop at companies with puns in the title.

Adam Rowse, head of business banking at Barclays, said: When starting a business, the naming and branding can be very influential for future business success it tells consumers everything they should know about the business and first impressions count. In some cases the name continues for generations.

He added that it was also important businesses don’t overlook the finer details such as grammar and spelling which, if incorrect, can be detrimental to trade.

businesses that demonstrate their UK heritage resonate well with consumers and we know the value that Brand Britain has on both domestic and overseas spend. Staying front of mind with a memorable name can also be a winning ingredient for business growth, Rowse said.

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