They give shoppers a sense of security. Because they are unable to see, feel or touch the merchandise, a familiar brand is something that they can count on. Although a significant number of consumers are willing to try a new brand, they usually favor a trusted brand name. In fact, survey results indicate that nearly 80 percent of online shoppers agree that their purchasing decisions are strongly influenced by the ability to buy from known, trusted retailers and to buy known, trusted product brand names. In nearly all retail categories, brands are more important in an online shopping environment than they are on land.
Brands give online shoppers a sense of security and minimize the risk of return.
For example, more than half of Internet users who have researched consumer electronics on the Web indicate that brand is more important online than at stores. More than half of those who used the Internet to research personal computers and clothing also indicate that brand is more important for these categories online than at stores. The good news related to branding for online retailers is that 64 percent of online shoppers are either very or somewhat willing to purchase a new brand or a brand they have never tried before from an online shopping site. Nearly three-fourths of online consumers indicate they would be more likely to purchase a new or unfamiliar brand if the site offered a 100 percent satisfaction guarantee that also includes free return shipping. More than half of respondents would make the purchase if the site allowed them to return the product at brick and mortar stores.