Consumer protection has finally hit the headlines and high street retailers from all sectors and of all sizes are realising that this could be the key to success during the recession.

The closure of many high street businesses that were household names such as Woolworths added to the high profile collapse of XL Leisure Group in the travel industry last year has finally hit home. Consumers are now fully aware that no company is safe, if the banks can come close to going down and even M&S has cut jobs and closed stores then no business is immune.

The evidence is all around us with the big DIY sheds such as B&Q and Homebase adding TrustMark registration to its kitchen and bathroom service and Thomas Cook using the 'Your Money is Safe' headline in its national TV advertising campaign.

The KBSA has been a champion of consumer protection since its inception and it remains at the heart of the KBSA retailer's offer. The recent introduction of an enhanced consumer protection package, ConsumerCare Plus (CCP) and the government endorsed TrustMark accreditation was resisted at first but is quickly being recognised as essential in the current market.

Our evidence shows that retailers are finding that giving consumers reassurance that their money is safe combined with excellence in design, planning and customer service is the key to surviving this recession. Take a look at what some of our members are saying:

Ronnie Potts of award winning business Norwood Interiors comments: "I'm spending a lot of time and energy on the KBSA insurance guarantee. We've found that has been a real plus against the guys who haven't got it. My last ad campaign was much more along the lines of 'it's a great time to buy'. There will be some really good deals from all and sundry, but if you are going to buy get a deal from someone you can trust."

In-toto kitchens has invested in a nationwide promotional campaign focusing on consumer protection. National franchise manager Steve Saunders comments: "Offering peace of mind to consumers through financial protection at such an unsettling time is extremely important. We have supported our showrooms with local advertising and posters along with advertorials in local magazines and press releases to really push the message home that if people are considering spending money on improving their home, they need to ensure their money is safe."

Tim Burgess, md of HKS Interiors Limited, says; "Things are certainly tough so we are using the benefits of being a KBSA member to the full, as with MFI going bust many people have lost deposits. We feel people need the security of knowing that their deposits and other advanced payments are protected."

We also have evidence from the increasing number of calls into the KBSA to ask if retailers are members that consumers are  looking for assurances that their money will be safe.

Of course consumer protection is not a cure all and I am sure that the owners of retail businesses are beginning to find it hard to take in all the good advice that is offered, often via the media about how important it is to continue investing in innovative products, training and marketing when sales are falling.
However, consumer protection is definitely here to stay, it is a crucial differentiator at a time when making your business stand out is all important and should be top of every kitchen, bathroom, bedroom retailer's list.

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