Customers DO Judge Your Business Based on its Location

New research has emphasised just how important it is for businesses to get things absolutely right when selecting a new HQ.

Surveys carried out by business address providers ava have confirmed that the quality and location of a company’s premises still greatly affect how consumers and their own employees perceive them.

78% of respondents said they do judge a business based on its premises to some degree.

One in three people (32%) added that the location of an organisation’s base is either “very important” or “crucially important” from a reputational point of view.

Only a mere 22% of consumers said they didn’t take a company’s location into account when deciding whether or not to buy goods or services from them.

Company owners will always look to make cost savings when choosing a suitable place to set up shop, but this latest research reaffirms the point that making economies can sometimes have a detrimental impact.

A report from the World Green Building Council highlighted the fact that the look and feel of a person’s working environment can directly affect their productivity, and ava’s study revealed that many employers are currently coming up short in this regard.

53% of respondents felt that their current work environment wasn’t designed to get the best out of them. The results differed depending on a person’s age, as younger people were clearly less impressed with their employer’s set-up (those under the age of 44 showed the most discontent).

Lucie Greenwood, Sales Manager at ava, said that businesses might regret cutting corners when finding a new HQ, as the findings show that many consumers and employers still judge businesses based on their location.

Finding the right place to base your business can be tricky if you have a limited budget. Naturally, prime real estate in popular towns and cities comes at a cost, and it’s understandable that many business owners will look for cheaper alternatives elsewhere.

“However, as our findings show, consumers and employees still put a lot of store in an organisation’s location. The money that you save on your rent could well be offset by the reputational damage that you suffer because you’ve chosen one town over another. Also, you could find it harder to attract the best talent if you’re in an unfashionable location.”

Lucie added: “Every business has different needs depending on their size, the industry they work in and who their customers are. What works for one company might not be appropriate for others, but there are certain pieces of advice that are universal.

“It’s always worth keeping an eye out for up-and-coming business areas that are cheap now but are likely to grow in value. Also, having thorough financial forecasts to hand will be a real advantage, as you’ll be able to choose a building that will still be fit for purpose in five years’ time, saving you from moving again as you expand.”

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Author: Dylan Jones

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