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Comment: Retailers need to deliver a memorable customer experience to support  ‘GREAT Britain’

The Prime Minister’s ‘GREAT Britain – You’re Invited’ global marketing campaign has been launched as a platform to show the world the diversity, energy and excitement surrounding the UK ahead of the Olympics and the Queen’s Diamond Jubilee.

GENERAL MERCHANDISE

Comment: Retailers need to deliver a memorable customer experience to support ‘GREAT Britain’

Commenting on the campaign, Jeremy Michael, managing director, SMG UK, said: “This is a refreshing campaign that highlights the ‘GREAT’ aspects of our country, breaking away from the doom and gloom that dominates the global news agenda. While the campaign promotes Britain’s heritage, it is important to not forget what sits behind all of this - GREAT people and GREAT British business. Cameron has recently been supporting the survival of the British high street and with a jam packed summer calendar next year, within this campaign customer service needs to be central to the lasting impression Britain makes.”

With the retail and leisure industry gearing up for Christmas, it is an opportunity to pilot staff engagement and increased levels of interaction to ensure that there is no unnecessary strain on resources and the sector can cope with the busy period.

In order to create the ultimate shopping extravaganza outlined in the GREAT Britain campaign, retailers will need to deliver a memorable customer experience. Although merchandising, store design and product availability will have an impact on customer satisfaction, ultimately staff performance is the key driver in delivering a great customer experience.

The Olympics is an opportunity for Britain to create its very own legacy built upon innovation, rich culture and quality experiences. With three million people working in the retail and leisure sector, they are going to be the face of the GREAT Britain campaign and will be responsible for creating chart topping customers over one-hit wonders.

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