Following COVID-19 procedures key to building brand trust, according to survey

Safety remains key for establishing customer trust.

It’s important now more than ever for retailers to provide a safe and clean shopping experience for their consumers. Forty-seven percent of consumers said that following COVID-19 procedures such as social distancing and regular sanitization is one of the most important actions a retailer can take to shape brand trust, according to a new report from Avionos.

The report, “Hybrid is Here to Stay: How Multi-Channel Journeys Will Define eCommerce in 2022,” surveyed 750 U.S. consumers in November 2021 who had shopped at an online marketplace and a small, local business besides a grocery store in the previous six months. The data uncovered that multi-channel shopping journeys are becoming the norm as consumers increasingly mix traditional in-store shopping with online experiences. For example, 41% of consumers purchased an item online for in-store or curbside pickup, while 27% returned an online purchase in-store, underscoring the need for retailers to blend digital and in-person interactions to maintain trust with shoppers.

The Avionos findings revealed that the basics (e.g. fair prices, reliable shipping, and accurate orders) are still a top priority for retailers to consider when building consumer trust. It also showcases how fairness, accuracy, and safety are essential for brands to build trust with their customers. With supply chain disruption exacerbating price increases, over half of consumers (51%) said offering fair prices is one of the most important aspects of buying from a brand and earning their trust. 

Additional findings from the report are below.

• Brands must go beyond traditional shipping and easy returns to deliver a seamless experience. When making an online purchase, 30% of respondents said they wished checking out (e.g., putting in payment information and applying promo codes) was easier. Similarly, 32% of respondents wish checking out (e.g., contactless card payment or self-service checkout) was easier when making an in-store purchase.
• Retailers need to listen to consumer pain points and address them accordingly across all channels. Consumers wish finding new products and learning more about products was easier both in-store (29%) and online (27%). Additionally, 10% of consumers would find it helpful if there was a comprehensive FAQ page with responses to common pain points.
• Younger generations prefer to shop via social media and feel more overwhelmed by online brand communications. Seventy percent of Gen Z consumers made a purchase via a social media platform in the last six months, compared to just 33% of the baby boomer generation. Additionally, 76% percent of Gen Z respondents and 69% of millennial respondents reported being overwhelmed by brand outreach compared to 52% of baby boomers.

“As we look to the future of commerce, the lines between online and in-person are blurring,” said Dan Neiweem, co-founder and principal at Avionos, which designs and implements digital commerce and marketing solutions. “Retailers must create omnichannel experiences that are as immersive and personal online as they traditionally are in-person. In person, brands must offer the same seamless checkout and price transparency as they do online. Ultimately, consumers want their purchase experience to be intuitive, simple and convenient regardless of the channel.”