Ensuring Authentic Customer Experiences in a Challenging Threat Landscape
Ninety-one percent of consumers cite a brand’s integrity and authenticity as the most important thing when considering a purchase. Like most relationships, the consumer-brand relationship is one built on trust. Consumers trust brands to deliver the products and services they need and to meet certain expectations. However, that trust can be easily lost.
In our latest Consumer Barometer Report, we surveyed 2,500 consumers globally to understand what influences consumers’ brand trust, their attitudes toward different shopping channels, and their purchasing experiences over the last year.
With 56% of consumers globally saying authentication has become more important to them over the last 12 months, it is clear that the authenticity of the products they are buying and the brands they are using has become more of a consideration for consumers. However, it is also apparent that consumers find it difficult to actually authenticate their purchases and more help is needed from brands in this area.
Some interesting facts you’ll read in our Annual Consumer Barometer Report:
- The integrity and authenticity of a brand is the most important thing when consumers evaluate the brands they shop with (91%)
- 32% of consumers globally have stopped shopping with a brand over the last 12 months due to negative news stories, this rises to 40% in the US. 36% have stopped shopping with a brand due to a disappointing customer experience
- 60% of consumers think brands should take action to identify and take down counterfeiters, while 40% think brands should undertake a public awareness campaign to protect consumers from counterfeiters
- 46% of consumers said brands could increase trust with them by protecting their personal data, offering good customer support (40%) and providing refunds easily (35%). 18% think trust could be increased with a transparent and ethical supply chain.
- And much more