A recent survey between Harris Poll and ExpertVoice on shopping behavior tied to recommendations uncovers a critical insight: consumers need genuine product advice, particularly in the outdoor gear market. This demand stems from a need to navigate through the overwhelming product choices with confidence. The survey highlights how leveraging expertise can be a game-changer for outdoor brands, enabling them to scale trustworthy recommendations that drive sales effectively.
Challenge of Trust in a Crowded Marketplace
The volume of product options has shoppers struggling to identify reliable sources for guidance, particularly for specialized or technical purchases such as outdoor gear. The survey reveals that 44% of consumers are overwhelmed by the vast number of options available – with 38% stating that the outdoor category is the most overwhelming for them to shop — illustrating the challenge of finding trustworthy advice in a crowded marketplace.
Overwhelming Amount of Research Leads to Abandoned Carts
Consumers dedicate significant time to research, spending an average of 19 minutes reading at least 11 reviews before considering a purchase. Nearly two-thirds admit to having anxiety if they skip this step. This intensive review process, aimed at mitigating purchase anxiety and ensuring product quality, often leads to decision fatigue, paralysis, and, ultimately, abandoned shopping carts.
Consumers Want Unbiased, Authentic Advice
Shoppers crave advice from experts with firsthand product experience, valuing it over social media influencers. The survey reveals 83% of consumers prefer insights from knowledgeable individuals, and even negative reviews can enhance brand perception and build trust. 72% agree that genuine expert reviews impact how they view a brand highlighting the demand for authentic, expert-backed content and testimonials.
Strategies for outdoor brands to build trust through expertise:
- Community Identification: Pinpoint and engage with key audiences of influence within your niche – be they retail workers, professional guides or passionate enthusiasts. Their credibility can significantly impact your brand’s visibility and trustworthiness.
- Product Familiarity: Ensure these communities have firsthand experience with your products. Offering samples, discounts or educational resources can empower them to share authentic recommendations.
- Engagement and Advocacy: Foster a sense of community and ongoing engagement with these groups. Incentives, recognition and active dialogue can transform them into ardent brand advocates, extending your reach and enhancing consumer trust.
Embracing this shift towards genuine guidance is not just a trend but a transformative strategy for brands aiming to thrive in the competitive outdoor market.
ExpertVoice offers a solution for brands seeking authentic engagement. By connecting brands with industry professionals, enthusiasts and retail workers, ExpertVoice facilitates genuine advocacy and product awareness. This approach allows brands to leverage trusted voices to educate everyday consumers and enhance brand perception, addressing the critical demand for unbiased, expert advice in the outdoor gear market.
To discover how ExpertVoice can transform your brand’s approach to consumer trust, learn more.
