Muddy Waters: Who do you trust (online)?

Ain't that right? Muddy Waters singing Who do you trust? It's perfectly clear.

The Wall Street Journal published an article last week noting that the web site for Wal-Mart is in the top 5 for online retailers and that the growth rates for pure online retailers will be lower this Christmas vs. last Christmas. They noted that many consumers are using the internet to vet their choices for information before they go into the stores, and, if they want to buy online, they are more and more trusting the web sites of bricks-and-mortar retailers.

For many marketers, that big Directions for Use sign is becoming increasingly clear. Consumers want to buy from "trusted advisers" who also offer worry-free shopping experience.

The challenge online is in becoming that trusted adviser. The need is there to bundle together:
- Packaging information
- Advertising and promotion
- Frequent buyer programs
- Consumer education
- the Virtual User experience
- Friends and Family and Word-of-Mouth endorsements.

Five-star guarantees go to the best and the brightest in communications this holiday season. And it is up to many manufacturers and retailers to pay extra attention in how they communicate to earn that customer's trust.

One of the best ways of determining your success is hosting online site research, allowing real people to provide real-time reactions to site design, information and purchase experience.

There is so much unfiltered, diluted and poor information experiences, that those brands that stand out in terms of how they put out their products will be the real winners not just this season but for seasons to come.