Adobe Express has conducted an extensive study, to find out what would make UK consumers buy or ignore a brand, the positive (and least positive) experiences they’ve had and how brands can utilise their marketing and sales tactics to win over consumers in different industries.
Currently, 62% of consumers have had a negative experience when buying from a brand, prompting Adobe Express to also provide tips and guidance for brands to try throughout December and beyond. Marketing tactics are also considered after over half (52%) said that too many emails and notifications are their biggest promotional annoyance, whilst consistency is key as 93% claimed they would stop buying from a brand altogether if they received bad products or services.
What factors do consumers feel are less enticing from brands?
| Factors | Percentage |
| Consistently bad quality products or services | 93% |
| Bad customer service | 66% |
| No discounts or loyalty rewards | 45% |
| No fast delivery or convenient shopping | 35% |
| No familiarity and comfort with the brand | 32% |
| A lack of shared values (ethics, sustainability) | 22% |
| No personal connection to the brand’s story or mission | 7% |
Over a busy period, brands must prioritise quality control, from the product itself to its wrapping, ensuring nothing is damaged and that it is delivered on time. With two-thirds admitting that customer service needs to be of a high standard, ensure any temporary staff are fully trained.
Brands must also consider the following elements as consumers explain the key factors that would attract them to buy from a company. The highest ranked factor is product quality and reliability (73%), and with over half (52%) confirming that word of mouth recommendations are the main way they find a new brand, the quality is of optimum importance.
What makes your brand more enticing to consumers?
| What attracts Brits to buy from a certain brand? | Percentage |
| Product quality and reliability | 73% |
| Affordable prices | 70% |
| Positive online reviews or recommendations | 33% |
| Brand reputation or legacy | 28% |
| Personal recommendations (family/friends) | 24% |
| Ethical values (sustainability, fair trade) | 18% |
| Strong presence on social media | 11% |
| Attractive advertising or creative marketing | 7% |
As well as quality control and customer experience, marketing plays a key role in consumers deciding to buy. Brands competing through various forms of advertising leads to an oversaturation of marketing during the festive period, and consumers have revealed which areas can be less enticing for brands.
| The most uninspiring marketing tactics | Percentage |
| Too many emails or push notifications | 52% |
| Overly aggressive or intrusive ads | 41% |
| Misleading advertising or product descriptions | 39% |
| Too much focus on influencers or celebrities | 39% |
| Lack of transparency in pricing or promotions | 33% |
| Irrelevant marketing (ads not suited to me) | 31% |
| Poor customer service after marketing campaigns | 26% |
Over half (52%) claim that too many emails or notifications can be an annoyance, whilst intrusive ads are a bugbear for 41%. Customer service is also a factor with just over a quarter (26%) seeking customer service that matches the quality of the marketing campaigns.
In the study, Adobe Express also looked at different brand sectors to find out what would attract Brits to buy from a brand in that space. Key stats include:
- When buying in the creative, arts and design space, 73% of Brits say that product quality and reliability are of the highest importance to them.
- Affordability is key for 83% of people buying gifts from the leisure, sport and tourism space.
- People buying in the media, internet and tech space look for product quality the most, with 88% claiming it is the main reason they would buy from a brand.
For more information on what would make a consumer buy from your brand, as well as further details on each industry split, see the full study.
