Survey: Brands can build consumer trust with product quality

A heightened emphasis on e-commerce has made brand trust the top priority of consumers, according to a new survey.

Results from Salsify's 2021 Consumer Research Survey indicate that 43% of respondents will continue to shop more online than in stores post-pandemic, with less than 10% of those under the age of 44 preferring in-store shopping. And nearly 90% of respondents are willing to pay more for something when it comes from a brand they trust.

Forty percent of respondents said the most important factor in brand trust is high-quality ingredients, materials and craftsmanship. Nearly 30% said corporate responsibility was the top factor in building trust, while 16% cited good customer service. 

In addition, 45% of respondents said that high-quality images and detailed product descriptions is one of the top three reasons they trust a product online. Thirty percent ranked "being sold directly by the brand manufacturer" as a top three reason to trust a product online. 

Without these elements, nearly one-third of respondents said they wouldn't buy a product online. However, more than half said they are very likely to buy when they receive personally relevant images, videos, text, and reviews on a product page.

Additional findings from the survey include:
•    More than 40% of respondents have ordered online and picked up in the store.
•    Thirty percent of respondents - six times those in 2018 - bought something directly from a social media site in 2020.
•    Twenty percent of respondents expect to shop directly on brand sites this year.
•    Nearly 50% of respondents check for digital coupon codes. 

"Success on the digital shelf means ensuring that your products are front and center wherever consumers search, and instilling brand trust. This study proves that exceptional commerce experiences - high-quality product images, descriptions, and reviews - positively benefit both," said Rob Gonzalez, chief marketing officer, Salsify. 

More than 1,800 U.S. consumers were surveyed by Salsify about their online shopping habits between June and December 2020.