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%.