What role does trust play in the relationship between consumers and retailers, and how is this being affected by digital transformation?
Reply has conducted a comprehensive research program representing circa 31m people in the UK to understand the impact of trust on brand loyalty in this digital age. Reply has unearthed some startling conclusions that challenge conventional wisdom in regard to trust, and discovered that technology can be used to catapult a retailer into the hearts of the nation.
Findings include the observations on the relationship between trust and quality, price, ethics, values, technology and personal data.
There are clear opportunities for new technologies that can further enhance and streamline the purchase process, although uptake may be slow at first.