Great Britain campaign for retailers

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.

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.”

It’s therefore a time for retailers to reflect on the customer experience they are offering, as outlined in the Great Britain campaign; beyond store design, merchandising and product availability, ultimately staff performance is the key driver in delivering a satisfying consumer experience. And the busy Christmas period provides the perfect opportunity to assess staff engagement.

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.