Winning the trust of the consumer is one of the biggest battles for retailers. If a user doesn’t like the look of your website, they won’t make a purchase. If you can’t convey the human side of your brand or communicate credibility to your target audience, you won’t even get them to your website in the first place.
A new report from the MRS Delphi Group has found that modern web users put data protection at the very top of their list of what makes them trust a brand. This was the case for six of seven sectors included in the survey, which were banking, telecoms, media, fashion retail, transport, retail and public services. The list of the next biggest ‘drivers for trust’ included brands “doing what they say” (second in the list) and good customer service (third).
Commenting on the findings, Phil Sutcliffe from Kantar TNS which provided some of the data along with Lightspeed Research, said:
“It’s clear that three things are crucial for brands. First, that providing guarantees on data security is paramount. Second, that transparency about how data is being used is important to reassure people that they are not being taken advantage of, or worse, put at risk.
“Third, that providing utility remains critical for brands to build enduring, trusted relationships. There is commercial advantage to be found if brands can use technology and the data it generates to improve the quality of goods and services.”
The MRS Delphi Group research offers businesses a 12-step plan to help improve consumer trust in connection to their brands. In the meantime, there are some easy wins that businesses can take action on now, including:
For more advice on building trust with your digital marketing, website or any other part of your brand, have a chat with the team from Ambos Digital.