Global Trust Research 2011
In the second edition of the TRUST RESEARCH, the Ebeltoft Group addressed two main questions;
→ How much do customers trust retailing brands?
→ How retailers have been able to create this trust relationship?
Based on 19.000 surveys in 12 countries, the Ebeltoft Group identified among 238 retailers what the drivers are behind building this trust factor and what retailers are most successful in building such a trust among its shoppers. These retailers are the so called “TRUST CHAMPIONS”.
The results of the global Trust Research 2011 also show that trust helps retailers to improve its performance due to three main factors; recommendations of a retailer among shoppers, increasing future shopping expectations and shopper´s preference of a retailer over its competitors.
Furthermore, it was found that shoppers having a high trust level for a specific retailer will accept unsatisfying situation during shopping experiences significantly better than customers with low
er trust level for a retailer.
The countries involved in the 2011 study are: Brazil, Denmark, France, Germany, Italy, Norway, Portugal, Romania, Singapore, Spain, UK and USA.
The main elements that were analyzed within this research are:
- What are trust components and levers? Reliability, honesty, efficiency, clients? orientation, etc?
- What are the standards per sector, per countries?
- How your brand is performing in the eyes of your customers?
- Who are the world's "trust" champions?
- How do they achieve such incredible trust scores?
- What do we learn from this hit parade: profiles of winners, mains surprises...
- What about global brands (Ikea, Zara, Lidl...), their scores in the different countries
Trust was measured directly (“I trust this retailer”), but also based on 12 individual statements which help to understand drivers for trust and which hygienic factors need to be fulfilled as fundamental for trust in retailers.
For further information on the TRUST RESEARCH 2011 and on how your company con learn from our best practice examples and insight, contact the Ebeltoft Group company in your region.
The trust factor; You can't shake hands with a clenched fist. “ (Indira Gandhi)