Issue Trust in the retail channel itself becomes part of the product

Summary

Capgemini argues that shoppers now evaluate the store or platform, not only the item and its price. They examine how reliable, transparent, and ethical the retail channel is before they buy. Secure payment, protection of personal data, confidence that goods are genuine, delivery speed, and fair returns all shape that judgement. The report adds that decisions remain multi-dimensional, with price and convenience dominating low-involvement purchases such as groceries. Trust in the channel thus becomes part of what the customer is effectively paying for.