Confidence still in bricks and mortar

Consumers perceive multichannel retailers with bricks and

mortar stores to be more reliable and more trustworthy than online-only rivals, new research has revealed.

In research, led by firm Lightspeed, has found that while pure-play e-tailers are overwhelmingly considered to be better value and have a wider range of goods, companies with both transactional websites and stores have an advantage in regards to trust.

Out of 1,000 online consumers surveyed this month, price was named as the most important factor when shopping online, and 80 per cent said they consider pure-play retailers as cheap, whereas only 38 per cent said the same of multichannel operators.

Ralph Risk, Marketing Director for Europe at Lightspeed Research, commented: “There does seem to be higher level of trust for brands that have both physical stores as well as online.

“This may be that a physical presence provides more solidity and a confidence to consumers as they can see the actual store. It also provides evidence that they are not just a small operation, and can rely on them to deliver or somewhere to complain to.

“Of particular interest is the perception that multichannel retailers are more reliable than just online, which could also affect the perception of trust.”