17 Showrooming and quality labels, another way of gaining confidence

And yet, consumers are not afraid to enter stores, far from it. By visiting shops, they are able to test their confidence in a brand.

60% of people engage in showrooming to reassure themselves before making a purchase. Meanwhile, they surf the web in search of reasons to complete the purchase, such as the description of the product being accurate (74%), compliance with the delivery times announced (74%) and after-sales service quality.

Quality labels and product certification naturally instil confidence in consumers. Indeed, 68% of Europeans place greater confidence in brands that have been awarded a quality label. Once again, young people are more likely to be swayed by certification: 73%.