Restoring the consumers’ confidence is still the milestone to hardly be reached by retail distributors and many other businesses. The rising offer of their own brand is being found as highly helpful as it creates new brand and reputation awareness.

Before this finding, it was thought that consumers just buy bargains because of their trust on the shop. However, as the branded products are gaining quality – to the extent of is at the same height of the main labels – we are currently facing to the inverse process: client’s satisfaction about the house brands is hugely the largest confidence generator.

This is one of the main conclusions gathered in the Shopping precede the store (Las compras preceden a la confianza en la tienda, in Spanish in its original version), by the IESE Business School professor Sandro Castaldo. If you are interested in reading further about how to design and implement a successful commercial management strategy, can go though its online version.

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