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BrandSpark unveils 2019 most trusted awards for ecommerce

Aug '19
Pic: Shutterstock
Pic: Shutterstock
BrandSpark has announced the 2019 winners of its BrandSpark Most Trusted Awards (BMTA) programme across major ecommerce brands. Amazon leads the way in the ecommerce categories, and businesses prioritising trust, through unfiltered customer reviews, responsive customer service, and personalised offers, lead the way in the major services categories.

Based on a survey of 6,900 Canadians, BrandSpark determined the most trusted brands in 61 diverse ecommerce and service categories. While Amazon won a majority of the ecommerce categories, specialised retailers, including Best Buy, Sephora, and Sport Chek, were strongest in their categories, according to BrandSpark.

Through the study, Canadian shoppers revealed key factors that help grow brand trust. 71 per cent of Canadian shoppers feel that trust is established through unfiltered customer reviews on brand websites. In fact, a majority of shoppers now rely on product and service reviews to support their purchase decisions, and without these reviews, many refuse to transact.

75 per cent of Canadian shoppers say that companies that listen to online reviews and feedback show more accountability and care for their customers. 66 per cent of Canadian shoppers appreciate receiving discounts or special offers that are tailored to their interests based on the websites they visit.

According to the BrandSpark Canadian Shopper Study, two in three Canadian shoppers say that Amazon has changed the way they shop, whether in-store or online: they research products more, buy a greater variety of products, compare prices across channels, and make fewer trips to stores. Only 16 per cent of shoppers have lost trust in an online retailer they formerly relied on, but key issues that have eroded trust for ecommerce shoppers include receiving lower quality products than advertised, not receiving purchases, and difficulties getting a refund.

Amazon’s win in a majority of the ecommerce categories reflects its success as a fulfilment site, since consumers say they choose to purchase products on Amazon because they trust the site’s reliability and consistency. More shoppers are convinced they can trust Amazon for major purchases as well as lower priced items. Still, retailers like The Home Depot and Hudson’s Bay have won or kept up with Amazon as being most trusted in their specific categories in the 2019 study.

“It’s important for ecommerce retailers to make shoppers confident that they won’t face these issues when ordering from their site. Since shoppers can easily move to another retailer online, it’s crucial for ecommerce retailers to build trust and loyalty with their shoppers. The BMTA claim and logo is a proven way to communicate that the site has already earned the trust of the Canadian shopper,” Adam Bellisario, director of the BMTA programme said. (GK)

Fibre2Fashion News Desk – India

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