British Shoppers Need to Get Tough

Jan 29, 2003
George Anderson

By George Anderson

Britain’s Office of Fair Trading (OFT) is encouraging consumers to be more assertive in their dealings with retailers with a new campaign, ‘It is Your Call’, reports the BBC.

John Vickers, director general, OFT said, “We want to raise the emphasis on active and aware consumers. When consumers are in the driving seat, businesses will compete harder for their money. This will be good for consumers, for businesses that serve consumers well and for the economy as a whole.”

Among the OFT’s recommendations are for UK consumers to:

  • Shop around

  • Negotiate on price

  • Complain if they are unhappy with a purchase or service.

Moderator’s Comment: How does consumer assertiveness
affect retail service and operations? Are store-level employees here receiving
sufficient customer service training?

We have yet to meet a British citizen or ex-pat that has
any problems with being assertive. So, why is the OFT spending tax dollars on
Anderson – Moderator


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