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© 2017 Magento, Inc.
Trust in Connected Commerce
Karen Pepper | Head of Amazon UK | Amazon PayAsh Hubbard | eCommerce Manager | Grenson
© 2017 Magento, Inc.
Trust
© 2017 Magento, Inc.
New business models are pushing the boundaries of consumer trust in return for better customer experiences
MarketplacesCar Sharing
Home Sharing
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Trust is earned through:
Customer Trust
Credibility Integrity Empathy
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”My credit card informationbeing stolen”
”It’s not a ’real’ store”
”They will sell my personal information”
”I wouldn’t be ableto track my order”
”No one will help me with my order”
”I can’t tell what theproduct is really like”
”If I don’t like it, I’ll be stuck with it”
Common concerns
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Building trust where it mattersFocus on communicating to your customers that you will:
Secure Their Data Protect Their Privacy Be on Their Side
Deliver as Expected & on Their Terms
Guarantees Their Purchases& Satisfaction
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There’s big value to be gained from customer trust
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Trusted brands
of people have paidmore for products or
services
have recommended them to friends/colleagues
37% 59%41%
have shared positive comments online*
*Source: the 2016 Edelman Trust Barometer 2016
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Untrusted brands
28%
of people have shared negative opinions*
48%
of people have refused to buy products from companies they
didn’t trust
*Source: the 2016 Edelman Trust Barometer 2016
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Trust is the most important factor in online decision making
78%
Source:1)PYMNTS.COMSurvey,July2015
of people say trust is very or extremely important in
where they choose to shop*
*Source: PYMTS.COM Survey, July 2015
The role of trust in innovation adoption
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New In-store experiences
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Q: Most important factor when considering how comfortable you would be paying with “new”options on a mobile device? 47%
Trust, Security, & Safety
12% Familiarity & Experiencewith Company
10%Reputation &
Comfort with Company
21%None
4%Ease
6%Other
Trust as at the heart of the Amazon business model
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Adidas
AllSaints
Nordstrom
Netflix
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The Original ”Amazon Flywheel”
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“Trust Flywheel”
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Trust
© 2017 Magento, Inc.
© 2017 Magento, Inc.
Thank you
