Trusting your Process

how trust and consistency combat decision fatigue

“I’d like to buy a patio set,” says myself to myself for the last three summers. I’ve cast a wide net to the internet and sat on multiple sunbrella fabric-clad couches in-person over these same years. I’ve almost purchased a set here and there, but ultimately I’m still sitting at my patio dining table or on a camping chair in the yard that grants the mobility needed to follow the shade and the children. Why has this purchase not yet come to fruition? Yes, it’s a large purchase and yes, I get overwhelmed by online reviews. I rethink whether the set will fit well on the deck and I question how well it will really hold up in the harsh weather where I reside. Truly, first world problems I know, but there is more than meets the eye here.

In the age of information overload, we know making decisions comes with much more of a mental lift than it once did. Is it simply because there is more data to be sorted through, more opinions and perspectives on display, more channels in which we all receive information–consumer products being pushed into our purview at a near-constant frequency? Surely, but going deeper here, it also has to do with trust–possibly one of the most scarce commodities of the emotional type in the 2020’s. I realize, my patio purchase has a lot to do with not having a trusted source for that kind of purchase, or it would have been made a long time ago.

We can all think of many things that have contributed to distrust in societies, which then trickle into our buying habits, but I’d rather discuss what is being done to build or regain trust in our consumer behavior. I think independent retailers—now more than ever—have this as a huge leg-up when serving their clientele.

I was recently in a shop and had a few things lined up to purchase. I asked the women behind the cash wrap the cost of the last item—the one I was on the fence about. My hope here was that the price would make it an easy decision for me. It was of no help and she must have sensed I was experiencing decision fatigue. She looked at me and said, “You don’t love it,” and she was right; and the decision was made and I put it back. Done. I was able to move on. She lightened my load and I felt better about my purchase at the end of the day. But more importantly, I will remember that the staff there was looking out for me. And ultimately, leaving me happier with the shopping experience than I would have if I would have bought the additional item. I will be back. She probably already knows that and I commend her ability to build trust in that moment.

Built on Credibility
I recently read an article about an initiative in the UK that’s serving as a bit of an accreditation and curation of vetted products for menopause and perimenopause: The Mtick. Their brand carries the tagline “Built on credibility, delivered with trust.” In my mind, their seal of approval serves as a way to cut through the noise when purchasing products that make life a little more comfortable during this stage of life. They are doing the hard work of sorting information for us. Most people with the means to do so, will pay a premium for products they can spend less time researching, and in turn, tend to have higher satisfaction rates with the product and experience. Win-win.

Another key component of trust is consistency. This comes in many forms for retailers whether it’s products, staffing, operations…the list goes on. I think of the times I’ve ordered something from online platforms, say yoga pants. I try them, love them, and order two more pairs in different colors only to find that the fit and material is different, rendering them mostly unusable. A lack of consistency and, therefore, lack of trust in that retailer and platform. Related, I recall times I want to patronize the small businesses and cafes in my touristy town, only to end up at the same few because their hours and food are consistent. I know they’ll be open and I know what to expect with the quality. Taking some of the guesswork out and delivering consistently correlates to greater levels of trust for many of us.

When I find that a retailer is building trust, lightening the mental load, or maximizing satisfaction by lessening buyers remorse for me, I’m ready to share more of myself with them. I’ll often have them switch my email to one that I check more often.

Sarah Waters, Retail Details Contributor

I’ll end with a telltale sign that a retailer has earned my trust or a place in heart (aka my inbox). I often use a throwaway or old email address when signing up for rewards or mailing lists from shops. When I find that a retailer is building trust, lightening the mental load, or maximizing satisfaction by lessening buyers remorse for me, I’m ready to share more of myself with them. I’ll often have them switch my email to one that I check more often.

At the end of the day, shopping for me is not always about the things I buy, it’s about how the experience leaves me feeling once all is said and done. The trust building process is subtle, takes great intuition and care, and is definitely a long term strategy that is both good for the business and clientele by enhancing higher rates of customer retention. This is the competitive advantage small retailers can benefit from when they find their own special and unique ways to implement.

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Sarah Waters, Retail Details