With many Brits bracing themselves for post-Brexit shortages of food, medicines and fuel, others are planning to shun brands from outside the UK because they do not want to fork out more tax or wait longer for deliveries after October 31, with some even claiming they do not trust EU firms with data ownership.
So says a new study from marketing automation suite Pure360, which quizzed 2,000 British consumers over how they choose one brand over another.
It found that, after October 31, nearly a third of Brits will expect brands to make the country of origin clear for items they are buying online, to avoid paying additional taxes on their purchases.
Meanwhile, a quarter want clarity in order to avoid the longer delivery times that could be associated with purchasing items from outside of the UK and the same proportion expressed fears about their personal data. This is despite the fact that GDPR covers every EU nation.
For 24%, supporting the growth of British brands will be at the forefront of their minds once Britain leaves the EU.
Pure360 vice-president of marketing Komal Helyer said: “Evidently, the magnitude of the uncertainty surrounding Brexit is going to have an impact on consumers buying habits and could see many shoppers move away from buying from abroad.
“Concerns around tax increases, lengthy delivery and the regulations for personal data are all factors that shoppers will be considering as part of their purchase decisions after October 31.
“For British brands and suppliers, there is a significant opportunity to build trust and deeper relationships with consumers through providing clarity around products, customer reviews, reward and above all a seamless experience that is relevant for that particular customer.”
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