Earn My Trust and I'll Be your Customer

The priority of retailers in this period of reduced consumption is to stimulate recovery of purchases. An effective way is to develop a stable relationship with customers, characterized by high levels of trust. But how much do Italians trust points of sale and what are the advantages for retailers who focus on a relational strategy based on trust?
The Retailing Observatory at SDA Bocconi began a survey of shopping behavior with reference to various product categories (grocery goods, clothing and accessories, pharmacies).
The study was carried out on a sample of 3,535 subjects: 1,400 in the fast-moving consumer goods sector (FMCG, such as food and toiletries), 1,400 in the clothing and accessories sector and 735 in the pharmaceutical sector.
The average level of buyers' trust in points of sales that offer FMCGs is very high: 6.08 out of 7. The highest score (7) was selected by 23.5% of respondents. The degree of trust in the various formats of points of sale is interesting, with discount stores surprisingly obtaining a higher level of trust (6.39 out of 7). Supermarkets and megamarkets are at the same level (6.08), while superstores received a lower score (5.82), which is still high on the scale used. There is a different purchasing behavior for "trusting" customers over those who have less trust, which is relevant for management implications. Those who trust the point of sale show increased positive future intentions for the retailer (in terms of reacquisition at the point of sale, purchase of products that are usually bought at other points of sale and word-of-mouth) of 6.1 over those who have less trust (4.56). Trusting buyers also show an increased level of trust in brand name products (6.4 out of 7), which is particularly relevant in differentiation strategies of retailers in this sector.
The average level of trust in the clothing and accessories department is 5.72 out of 7, less than FMCG points of sale, but still rather high. The different level of trust in this area is due to the perception of private brands. In particular, the level of trust placed in private brand products influences the level of trust placed in the point of sale itself: those who trust branded products show a significantly higher level of trust (6.23) over those who trust such products less (4.39). Consequently, those who trust the point of sale show greater positive future intentions for the retailer (5.74) over those with less trust (3.73).
Trust in points of sale is high in the pharmacy sector as well: 6.1 out of 7, with 39.5% of respondents selecting the highest score. Like in the other sectors, future purchasing intentions of trusting customers increases (6.32 out of 7, compared to 4.19), along with the percentage of purchases carried out at a point of sale (90% compared to 60%). An analysis of the tendency for purchase of non-pharmaceutical products, where pharmacies compete with stores in other sectors such as cosmetics, is interesting. 22.3% of trusting customers purchase such products at pharmacies, favoring them over traditional channels, compared to 16.3% of those with less trust. In addition, the difference in the purchase of diagnostic services should be considered: 12.7% for those who trust over 7.7% who trust less. This is how trust can play a fundamental role in the implementation of Italian Law 69/09 which calls for a delegation in the Government regarding new services completed by pharmacies in the area of the National Healthcare Service. Interpersonal relationships with pharmacists is also important: for 48.3%, it is the key element for choosing the pharmacy.
The study concludes that customer trust in all sectors examined represents an element in which retailers and companies can invest with the certainty of a return in terms of both image and profits. This is why many companies are decisively investing in transparency of communication, social initiatives, customer advocacy actions, promotions for loyal customers in particular and interesting experiences in terms of customer relationship.