Brand trust becomes key factor for shoppers amid coronavirus outbreak

Trust and reputation are becoming almost as important for shoppers as price and convenience, according to research by Bazaarvoice.

Its report, which draws on data from over a billion monthly shoppers in its network of retailers, brands and other sites, alongside a global survey of more than 5,000 shoppers, found 62% of consumers choose products based on brand reputation.

Additionally, some 77% agree that businesses are held more accountable by customers than they were five years ago. This figure could increase in response to the coronavirus pandemic, as consumers judge brands on how they treat employees and respond to the crisis overall, as well as look for reassurance about orders being fulfilled and enquiries answered.

“Brand trust is increasingly a key factor in shopper decisions, and businesses face a significant challenge when it comes to offering convenience and low prices while building deeper, trusted relationships and engaging in meaningful conversation,” says Suzin Wold, SVP Marketing at Bazaarvoice.

“The Covid-19 pandemic has only accelerated the shift to interactions moving online with brands needing to think smartly about how they build trust and meaningful engagement at a time when shoppers may never set foot in a store or interact with a human representative.”

Responding to feedback

Consumers are also placing considerable demands on retailers when it comes to how they communicate online. Due to the impact of Covid-19, store opening times are different and deliveries are often taking longer than usual; customers expect updates from brands and regular communication with the correct information now more than ever.

40% expect a public response to a negative review, while 89% want to hear from a brand within 24 hours or less when they ask a question through social media. Consumers’ current inability to touch and feel products and engage with store staff in person before purchasing, combined with brands’ increased challenges with availability and shipping, is likely resulting in an even higher demand on businesses to respond to feedback and questions.

“Our data underlines the importance of trust and this will only be more important during this difficult time when people are naturally looking for reassurance. Retail needs to respond by providing clear, accurate information that builds trust and by remaining responsive when it comes to meaningful conversations with shoppers online,” Wold comments.