Key Findings:
Trust in Retailer-Owned Channels: 72% of UK shoppers primarily rely on product information provided on retailers' own websites when shopping online.
Showrooming Trend: 38% of shoppers physically examine products in stores before making an online purchase.
Value of In-Store Information: Shelf-edge information and in-store product details are important for buyers.
Social Media's Role: Over half (54%) of shoppers would trust product information from social media, with Facebook (15%) and Instagram (12%) leading.
Sustainability Matters: 38% of consumers want access to sustainability information (ethical sourcing, carbon footprint) before making a purchase.
Implications:
Retailers Own the Narrative: Investing in detailed, informative, and engaging product descriptions on their own websites and apps is crucial for building trust.
Showrooming is Not a Threat: Retailers should see it as an opportunity and ensure in-store product information is aligned with their online content.
Social Media is Influential: Building a strong social presence and providing accurate product information on those platforms is important for engagement.
Sustainability = Transparency: The rising importance of sustainability data reinforces the upcoming requirements for Digital Product Passports (DPPs).
Early DPP Adopters May Win: Retailers who are proactive in adapting to DPPs could gain a competitive edge by meeting evolving consumer demand for transparency.
Overall:
The research shows a clear consumer preference for product information coming directly from retailers. This highlights the need for brands and retailers to prioritize their own digital channels for comprehensive and trustworthy product descriptions.
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