Who do consumers trust?

Aaccording to a recent article in Brandweek, consumers trust 'Recommendations from people known' more than anyone else. Presumably known people include friends, family, co-workers, etc. However, what's striking is they trust 'Consumer Opinions posted online' at 70% trust level with 'Brand Websites' also at 70%. If this is the case, then these findings create strong case for business models wherein products are hawked via branded websites, featuring product reviews, and sold direct to consumers.

With the economy down, and purchases of private label products rising, this makes for a great opportunity for brands selling direct to consumers.

Following is an image showing the degree of trust placed in the various forms of advertising.


One brand that's begun implementing many of the findings above is a Walking Shoe brand called Kuru Shoes. This brand features the most anatomical Active Shoes in the marketplace offering high quality support and comfort. They also have shoes suitable as Travel Shoes.

For example, check out the Kruzr II travel shoe and you will find the following:
-Product Images
-Add to cart box on the right side
-Product Description
-Product Video
-Recent Press/Buzz
-Customer Reviews

Giving your visitors more information about your products is critical in today's information rich culture. The internet allows us to get all the information we want, when we want it, instantly. This is powerful as it enables the consumers in ways formerly not possible. But, the onus, now more than ever, is on brands to offer the information most relevant, important, and transparent to those customers.