Higher prices and a backlash against in-store technology are fuelling rising distrust in Australia’s two largest supermarket chains.
Woolworths and Coles are Australia’s most trusted brands, but as prices rise and a consumer backlash against in-store technology builds, there are danger signs ahead.
That should worry Woolworths chief executive Brad Banducci, who started implementing initiatives to build customer trust in 2018, and for Coles’ new chief executive Leah Weckert, who is keen to bridge a widening gap in sales and market share with her larger rival.Distrust is rising for Coles at a faster rate than for Woolworths, according to the research, and on current trends the retailer is at risk of losing its second place on the net trust rankings to Bunnings in the next few weeks.
“It’s one thing to have the bragging rights of being the most trusted brand – the piece that’s really dangerous is when people distrust you,” Levine says. “It’s more active, it’s more venomous, it’s more dangerous.”. Or the decline in Qantas’ market value, amid allegations the airline deceived customers by selling flights that had been cancelled. Qantas has now lost travel brand trust leadership to Virgin.
Speaking after the release of first quarter sales this week, Banducci and Weckert said they were monitoring the growing backlash against new in-store technology.
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