Would YOU buy from someone that you just didn’t trust? One of the foundations of excellent customer experience is trust. Consumers are savvier, more unpredictable and increasingly ethically minded these days especially when it comes to saving the big rock we live on!
Retail brands that are transparent about their story, supply chain and distribution can use that to build a trusting relationship with customers, gain a loyal following, improve repeat purchase rates and develop brand advocates.
Here are our tips on how to build consumer trust.
Take a stand! And shout about it.
As mentioned above, these days many consumers (but not all!) are more conscious of the impact their lives have on the environment and climate change. Increasingly people are looking for brands that take a stand on sustainability and are able to take a lead on helping to save our planet.
Brands that share their ethos on sustainability and the supply chain of their products will attract these passionate consumers, who are likely to be more vocal about the brands they love to their friends and family.
So, how best can you communicate your brand ethics? It’s simple, use the power of content. One of our client’s, Asquith, is a great example to share. The Asquith site has a dedicated page on ‘Our ethos’ including: ‘Our Mission’, ‘ECO Fabrics’, ‘Our Factory’ & ‘About Us’.
The best aspect about this content is the honesty about their products and the impact this may have on the environment. They’re transparent about the fabric used, how they source it and they explain how using organic bamboo excludes them from contributing to the microbeads issue that synthetic polyester fabrics does, but that using bamboo still has some environmental impact.
Asquith also share information about who makes their products by including content about the factory, alongside a picture of the lovely, happy ladies that make the clothes in Turkey with their Global Organic Textile Standard certification. This is very powerful, words can say a lot but imagery adds so much more, being able to visualise the people that make the clothes helps you to connect on a deeper level with the brand and product.
Many brands tell their story online but only those brand stories that feel honest and transparent truly engage and build strong connections with audiences.
Partnering with trustworthy influencers
Influencer marketing is still on a journey, with recent concerns over the last year regarding the authenticity of partnerships and the enforcement of #ad. There is no doubt that influencer marketing is a winning strategy but it’s crucial to make sure those partnerships are the right ones for your brand and your customers.
One successful approach to influencer marketing is to build trust with the influencer first. A good example of a successful influencer strategy is from watch brand Daniel Wellington’. Their strategy is built on authenticity and gives those working with them a level of autonomy and control over their posts rather than being told what to say and do. This helps the content to remain fresh and varied with an injection of the influencer’s creativity and personality. Below you can see an example of the brand reposting content curated and shared by an influencer.
They also repost user generated content by picking a #DWpicoftheday winner for what seems like every day! This encourages advocates and unknown influencers that are fans of the brand to create their own content in the hope it will be featured on the DW channel.
Customer insight can be hugely beneficial for finding out what types of influencers your customers follow. Sending out customer surveys with questions around interests, values, hobbies and influences, can then adapt the strategy according to the results and identify influencers that will connect with your customers on a personal level. This will not only increase engagement but also customers will be more likely to see this content in their own time, within their own social space which will make the whole experience more authentic.
Ask for opinions
Another fundamental aspect of trust building is giving customers a platform to voice their opinions and have their say. It’s not just about asking for feedback but asking customers for ‘feed – forward’. By involving customers on future decisions not only builds brand advocates but also helps you create a customer centric strategy.
Brands can ask questions about new product lines, loyalty schemes, events, basically anything you’d like to get an opinion on. When people feel like they are being listened to, it’s a basic human instinct to form bonds. So why not start putting your trust in your customer and see what happens!
So, retailers ask yourself these three questions:
1. Are we transparent about our brands ethos, products and distribution?
2. Do we work with influencers that would connect with our customers?
3. Have we asked our customers their opinion in the last 6 months?
If the answer is no, for any of the above, then it’s time to make some changes….