The consumer champions for our hard times (UK retailers more trusted than government to be truthful and helpful in the recession)

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 6

Roberts JMarketing Week (UK), 26 November 2009, Vol. 32 No. 48, Start page: 22, No. of pages: 3

Summarizes the results of an online survey, undertaken by research and planning agency Leapfrog, which indicates that the senior managers of UK retailers, especially the heads of supermarkets, are now more trusted collectively by consumers to provide the best information about the current economic climate than government representatives. Reveals that the collective views of the bosses of Tesco, Marks & Spencer, and BHS hold more weight than any single political party leader when it comes to guiding the UK’s economic recovery. Compares this state of affairs with that existing two years before, when the public was more distrustful of the power exerted by supermarkets. Suggests that the way that supermarkets are being seen as “helpful”may have been strengthened by the increase in “value” ranges in stores, which consumers see as helpful guidance on how they can practically reduce the cost of their weekly shopping. Concludes that an opportunity exists for retailers and brands to project themselves as the right spokespersons for the difficult times in which the UK finds itself.Article type: ViewpointISSN: 0141-9285Reference: 39AC737

Keywords: Economic depression, Finance, Government,Recession, Reputation, Retail trade, Retailing, Senior management, Surveys,Trust, Trust, United Kingdom