Section 1 - Consumption in Europe: New paths to confidence
Showrooming and quality labels, another way of gaining confidence
1 minute de lecture
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%.
Sub-section 16
When seeking information, consumers place great importance on the opinion of those close to them
In the relationship of confidence that forms between a brand and its customers, it seems that proximity and intimacy play a critical role.
Sub-section 18
The sharing economy is founded on confidence
This new attitude to making purchases is reflected in new forms of consumption in which confidence plays a key role. The collaborative or sharing economy has developed rapidly with the web’s eme