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The world of retail technology is constantly evolving. From cutting-edge advancements in artificial intelligence to autonomous systems, retailers face complex challenges that require them to stay ahead of the curve in order to meet consumer demands. However, while convenience is often touted as the ultimate goal, consumers are also increasingly wary of issues like data security and privacy. How can retailers navigate this ever-changing landscape, while at the same time earning the trust of their customers?OMNI-TRUST – The Role of Choice in Building Trust in RetailNew research by Dr Nadine Ostern, QUT-based Cisco Chair in Trusted Retail, introduces the concept of ‘Omni-Trust’ and how retailers can use it to build relationships with their customers that are based on transparency and empowerment. At the heart of Omni-Trust is the idea of empowering consumers to make informed decisions about their interaction with customer-facing technologies (CFTs). The omni-trust framework is introduced in this whitepaper. The framework outlines four strategies with distinct choice profiles, supporting retailers in determining their current position and their desired outcome in building trust through choice with their customers. Retailers determine their strategies by analysing the presence of eight major types of trust concerns uncovered in our research.
The Omni-Trust whitepaper is the second in a series of trust-experience (TX) themed research projects produced through CFE’s TRUST EXPERIENCE Thought Leadership Series. The first was the launch of The Benevolent Enterprise whitepaper. The research forms part of a $3M partnership with Cisco which aims to leverage technology for new customer experiences and economic resilience in retail, venue, and logistics sectors. Project Lead: Dr Nadine Ostern | n.ostern@qut.edu.au |
