Raising the Standard: Consumer Confidence

Raising the Standard: Traders for a Safer Kent www.kent.gov.uk/tschecked Consumer Confidence Providing safe and reliable local traders for the Kent community

The biggest challenges facing Kent traders today

Off the back of a pandemic and ongoing international conflict, Kent traders face a threepronged challenge. Supply chain issues are slowing down lead times and traders may have to source alternative products. There are rising costs for fuel and materials to factor in, with these extra costs potentially going to the customer.

The third challenge is the customer base itself. Traders are facing a tricky negotiation of increasing charges and keeping customers happy. As energy bills increase, many people are turning away from ‘non-essentials’, and instead, only focusing on emergencies such as repairs and pest control.

Rising energy costs: the facts

» In November 2022, the Citizens’ Advice Bureau (CAB) helped more people than ever on record over energy bills

» Rent arrears and energy costs are the two biggest requests for CAB support in the Kent area

» The CAB’s energy efficiency webpage was visited twice as often in 2022 as it was in 2021.

Cost-of-living criminal trader scams

Unfortunately, the rising cost of living has seen an increase in scams linked to criminal traders, especially ‘doorstep scams’, where traders visit residents’ homes to sell them poor-quality services. Situational vulnerability is higher for everyone at times of crisis, and that means higher levels of anxiety, leading to an increased risk of making rush decisions or falling for a scam.

Doorstep scams may include:

» Pushing customers to invest in home insulation to save on energy bills

» Emphasising the need for unnecessary roof repairs, antidamp or anti-mould works

» Offering bogus insulation surveys to encourage people to save more energy.

In November 2022, the Chartered Trading Standards Institute (CTSI) issued a warning about criminal traders knocking on doors and offering residents a fake home insulation grant.

The criminals would ask for the money upfront and tell residents to recoup the costs from the Government.

“It can be quite damaging to your business not to understand the basics of consumer law”

» Doorstep crime increased by 28% between 2021 and 2022 (CTSI)

» In 2021, there were 5,228 reported cases of doorstep crime (Action Fraud)

» A total of £25.8 million was lost to doorstep crime in 2021 (Action Fraud)

» The most affected age groups are 30 to 39-yearolds and 70 to 79-yearolds (Action Fraud)

With these facts in mind, traders should be proactive about how to improve consumer confidence. A trade accreditation and good working practices will reassure customers that they are going to get better service throughout this economic crisis.

How can we improve consumer confidence?

At a time of rising costs and crime rates, Kent traders need to reassure their customers that they are going the extra mile. This can start with a membership of the Trading Standards Checked scheme, which includes rigorous checks of every individual working at a company. Traders can display accreditations such as vinyl stickers on their vans or logos on their websites.

The importance of communication

While a home repair or renovation job may be business as usual for a trader, it is not always easy for customers to understand. Criminal traders take advantage of this fact when targeting residents. They may try to confuse them with technical jargon, or make up fake

payment terms with no intention of completing the work.

All jobs should be explained slowly and clearly, outlining the timescales and changes required. Indicate if parts of the home will be inaccessible or if there will be dust and mess. Customers should be given all important details in the form of a written contract and encouraged to ask questions.

Looking out for vulnerable customers

As outlined in our consumer vulnerability booklet, looking out for those with additional needs is imperative. It’s important to understand that vulnerabilities can come in many different forms and is not always visible or obvious. Physical and mental health

problems, bereavement, divorce can all make people vulnerable but there may be no outward signs.

Trading

Standards

Checked encourages members to notify them of any potentially vulnerable residents if they need assistance.

This includes making extra provisions prior to starting work:

» Asking customers if they would like your workers to follow COVID-19 guidelines

» Being fully equipped with face masks and other PPE

» Planning workspace to incorporate mobility aids such as handrails

» Ensuring any reading materials are fully accessible, for example, printing in large prints.

Honesty is the best policy

Speaking on the Raising the Standard: Traders for a Safer Kent podcast, Adam Mortimer, Trading Standards Checked scheme manager, talked about the changing shift in consumer attitudes when it comes to supply chain. “We like all of our members to be open and honest. Customers understand what’s going on with supply issues. They appreciate the honesty. so if you can’t get hold of a particular product, or there will be long delays,you shouldn’t sell it.”

What’s on the horizon for Kent traders?

Towards the end of 2022, we continued to see a downward trend in consumer confidence. Key points were energy and house prices – with some residents even affected by poor-quality loft insulation bringing down the value of their homes.

However, there is cause for some cautious optimism. In January 2023, the YouGov Consumer Confidence Index reported:

» 1.3-point gains in consumer confidence after the energy bills freeze

» 1.2-point increase in house value measures

» Lower rates of inflation than Bank of England forecasts.

In Kent in particular, there were lower numbers of people seeking

support with the cost of living. The Citizens’ Advice Bureau showed significantly lower numbers of applications for crisis support than other areas of Britain.

It may be a while before we return to the home improvement statistics of the pandemic. At the end of 2021, Houzz & Home reported that 49% of Brits planned to renovate their homes – notably, prior to the conflict in Ukraine.

However, if these marginal gains are a sign of things to come, then Kent traders should invest heavily into improving and capturing consumer confidence. From quality assurance to better carbon commitments, we can all make steps to improve.

Why become a member of the Trading Standards

Checked scheme?

At times of uncertainty, residents will spend money with traders they can trust. Becoming a member of the Trading Standards

Checked scheme lets residents know you are a safe, local trader. The many benefits include:

1. The chance to help stop criminal traders

2. The chance to support the local economy

3. Tangible materials including logos and vinyl stickers

4. Inclusion in ‘The Net’ printed business directory

5. Access to podcasts, videos and elearning, with pass badges

6. Access to networking events and an exclusive Facbook group

7. Access to trading Standards compliant paperwork

Visit tschecked.kent.gov.uk/for-traders/why-join-us/ membership-fee-and-benefits for more information.