October 23, 2017

Latest:

JCB PAINT® announce the worldwide launch of Supertough™, Supersafe™, Superversatile™ paint -

Wednesday, October 18, 2017

Plans lodged for new coffee shop and events area at Aberdeen garden centre -

Wednesday, October 18, 2017

GARDENA unveils new route to market with sales agents -

Wednesday, October 18, 2017

Durstons hold prices for 2018 -

Tuesday, October 17, 2017

BRC Report: September – leaves aren’t the only things falling -

Tuesday, October 17, 2017

Registration live for January Furniture Show -

Tuesday, October 17, 2017

Nursery invests in growth after receiving AgriTech grant -

Monday, October 16, 2017

Perrywood garden centre brings houseplants to Essex classrooms -

Monday, October 16, 2017

Big hit on retailers as new inflation figures are announced this week -

Monday, October 16, 2017

TV and radio 4 gardening expert to launch gardening school at Bradford Garden Centre -

Sunday, October 15, 2017

Wilkinson Sword reveal new range of scissors -

Saturday, October 14, 2017

Wildlife website redesigned with customers in mind -

Friday, October 13, 2017

GCA Trust’s delegates report back from the IGCA Congress -

Friday, October 13, 2017

Royal Horticultural Society to change date of National Gardening Week in 2018 -

Friday, October 13, 2017

Oakhurst Garden Centre reopens -

Thursday, October 12, 2017

Public relations discounts available for garden centres -

Thursday, October 12, 2017

EGO Power+ – Blowing petrol power out of the garden -

Thursday, October 12, 2017

New Xylella elearning module available from HTA -

Thursday, October 12, 2017

Tesselaar: So, which new plants really stand out? -

Wednesday, October 11, 2017

Excitement builds as AQUA 2017 gets set to open -

Wednesday, October 11, 2017

Onbuy.com: 71% of consumers more likely to purchase from a brand they recognise

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  • 71% of consumers said it was very or somewhat important that they recognise a brand before they make a purchase
  • 82% of investors believe that name recognition is important in guiding them in their investment decisions.
  • Only 18% of consumers said they would look upon a brand name change positively.
  • Yet 31% of buyers felt that more brands could do with renovating their image

The UK’s beloved package holiday company, Thomson, is changing its name to TUI, the multinational travel and tourism group that owns the brand. But what does this mean for the loyal consumers who have been with the brand for the 52 years since its creation?
Onbuy.com has considered the importance of branding, and consumer loyalty when a company has a name and brand overhaul. To do this, a survey of 1,063 consumers was carried out,
alongside individual research into customer loyalty.

What’s in a name? A lot, apparently

The research by Onbuy.com has revealed that 71% of consumers said it was very or somewhat important that they recognise a brand before they make a purchase. This goes to show that
familiarity equals value. And it’s not just for buyers either. According to Reuters, 82% of investors believe that brand strength and name recognition are becoming more important in guiding
them in their investment decisions.

Consumers care about a brand’s name. Making it even more important to get it right first time for businesses. For example, back in 2001, the UK’s Post Office Group changed its name to Consignia, much to the horror of the British press and public, who protested the change, forcing a return to the original moniker.

A great brand name has the potential to become synonymous with the product or the service. But what if you needed to change your name? Sometimes a change in a brand name is necessary
for legal reasons, or perhaps the brand seeks to go global in different languages. The survey conducted by OnBuy.com has revealed that this could be the equivalent of pressing a
reset button on your business. For example, one quarter (26%) of survey respondents stated that they were less likely to buy from a brand that has recently changed their name. Only 18%
of consumers said they would look upon a brand name change positively. The main reason was because the consumer was less likely to trust the brand, with 34% of participants selecting this
option. Indeed, recognising a brand name was selected by 52% of respondents as the most important factor leading to a purchase, followed by the packaging itself.

However, the study by OnBuy also revealed that brands shouldn’t shy away from change altogether. 31% of buyers felt that more brands could do with renovating their image, with
McDonalds and Marks and Spencer the most commonly named. Nick Longman, managing director for TUI in the UK, has stated that “It’s very difficult to change people’s perceptions of a brand that’s 50 years old”, using this as a reason to revamp the image of  travel company Thomson, adding: “TUI is perceived as a newer, younger brand” which can be easily re-branded to fit a new generation of holidaymakers. However, studies have revealed that it is more worthwhile to cherish the clientele you have, than to chase after shiny new millennial consumers. Indeed, it is reported to be 500% more expensive to convert new ones than to keep current consumers, with 82% of small business owners stating that loyal customers were the main way they grow their business.
This is because a loyal customer is more likely to spend more for a product or service, 33% more, to be exact.

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