Gaining consumer trust online in uncertain times

Online shopping has become an essential service during the COVID-19 crisis. No longer is going to the supermarket, bank, or mall a safe option for consumers. Rather, sourcing and purchasing from the safety and comfort of one's home is the new normal. Online retailers are experiencing surges of 30 percent and higher, traffic is scaling and pushing the limits of our digital infrastructure.

There are two aspects the online retailer has to deal with in these uncertain times. One, making sure goods are available and deliverable and, two, importantly, providing a unique and superior customer experience each and every time a shopper logs onto your site. Gaining and maintaining consumer trust is paramount during the virus crisis to not only increase revenues but to earn and retain brand loyalty that will serve you when the crisis ends.

The first step in gaining consumer trust in these times is to be as transparent as possible. We're all in this together and consumers will accept delays and other hiccups much more readily if you're open and honest about them. Importantly, you need to reach out and let them know you care about your employees and customers. According to Forrester, "52 percent of U.S. online adults prefer to buy from companies" demonstrating COVID-19 protection measures. It makes sense to do this more than once, too. Perhaps you can follow up an initial message about protecting employees with tips on how consumers should handle your packages for ultimate safety. An abundance of caution is the rule of thumb that's slowing the spread of the virus. Be part of that caution.

In regards to creating a unique and superior shopping experience, there are four essential elements of engaging with consumers that gain their trust and encourage sales:

1. You have to provide a "fast, engaging, one-on-one, in-the-moment experience." Alert customers about product unavailability while offering appealing alternatives instantly, ideally with restocking timelines.
2. Ensure you're offering "products and services that contextually relate to the consumer's needs." Consider location, timing, and preferences—a Miami shopper in March needs different recommendations than that same customer browsing from Denver.
3. It's important that you "follow consumers across all channels" and provide updated information for seamless engagement. Customers may start browsing on laptops and complete purchases on mobile devices, requiring consistent experiences across touchpoints.
4. Lastly, "you have to scale." Internet traffic patterns have changed dramatically; brands must maintain service quality during peak demand periods.

When consumers find those brands that prioritize the customer with care and superior online shopping experiences, they reward the companies with preference, advocacy, spend, and — the most precious currency of today — trust. This trust will continue long after the COVID-19 pandemic leaves us.