Our index of the UK’s 20 most trusted brands is based on votes from 2,000 UK consumers

The ecommerce giant tops our index because of its relentless efficiency. It delivers reliably and consistently for customers, time after time, and has led the way in introducing fast delivery. Its quick resolution of issues and wide range of products also contributed to respondents choosing it, and its use of customer reviews enables shoppers to feel confident they are buying the right thing. Its ubiquity also helps – shoppers from every age group use it and even those unused to internet shopping feel more comfortable on such a well-known site. 

Tesco’s large selection, good value, transparency, reliable service and community links were mentioned by consumers; several also appreciated its response to Covid-19 – as one says, they trust Tesco because of “the way they have dealt with Covid, making sure customers get what they need”. Over the past year, Tesco moved quickly to increase its online capacity, with weekly delivery slots doubling to 1.5 million. The supermarket repaid £535m in business rates relief and donated £15m of food to food banks during the first lockdown. 

John Lewis is known for quality, excellent service, guarantees and warranties, and value for money. Its co-operative structure – with employees receiving a share of profits – also receives mentions. The department store retailer was another brand to respond quickly to the pandemic, increasing its online capacity and launching virtual services, such as home design, to enable remote interaction and take its reputation for strong service online. As John Lewis customer director Claire Pointon points out, most consumers have grown up with the brand, giving it a unique place on the high street and strong emotional resonance.

Customers highlight Asda’s value and prices, with some flagging what they see as the supermarket's caring approach. In September 2020 it brought back its familiar ‘Asda Price’ campaign as part of a £100m investment in prices, and in the early days of the pandemic it launched contactless prepaid shopping cards for those self-isolating, allowing volunteers to do their shopping for them. For others Asda’s focus on quality is important and its longevity helps as well – many have been shopping there consistently for years.

Marks & Spencer’s longevity and long-standing reputation for quality are mentioned by consumers in our index – as many point out, everyone has grown up with the brand. The company’s ethics and commitment to combating climate change are also mentioned. M&S products have been available throughout the past 12 months via its partnership with Ocado, and it launched a range of measures to help its clothing suppliers get through the disruption, including paying for all made garments for the vast majority of its orders. 

One shopper says of Next: “Very good quality and customer service, and always puts the customer first”; while another says: “Ordering and returns are the easiest to do here and the clothes are always good quality.” The brand’s focus on a seamless multichannel offer has paid off with consumers. Next is now the UK’s biggest online clothing retailer, offering a huge range of brands on its marketplace and providing customers with reliable and fast delivery. Its Total Platform service, launched in 2020, allows it to host other brands online, supporting their websites and back-end operations. The quality of its digital infrastructure meant it kept up with online demand during the pandemic.

Good service, quality products and knowledgeable staff are all mentioned by our consumers. Highlighting the role that safety now plays for shoppers, one notes: “They provide an excellent, safe service.” The grocer rewarded its staff with pay rises in 2021 and one-off bonuses recognising their work during the pandemic. It increased its online delivery capacity by 50% during lockdown and contacted its 800,000 most vulnerable customers to prioritise their deliveries. At the same time, its Aldi price match scheme has helped to reassure customers on value. 

Consumers appreciate the healthcare advice, cruelty-free products and the long-standing reputation that Boots offers them. Trust in Boots rocketed during the pandemic as it took a frontline role in the vaccine rollout and in helping consumers to stay healthy. The pharmacy chain was understandably busy during the pandemic, with online orders rocketing 85%, and the retailer has launched a pilot with delivery service Deliveroo for super-fast local delivery with a focus on items for parents and those who can’t leave the house.

In addition to the reliability and value synonymous with all the grocers, one Morrisons customer flags its pricing and supply chain strategies: “They make more of their own food items than any other retailer. All of the meat comes from their own farms. They donate food to food banks.” Morrisons’ single-price strategy – with prices consistent across the UK – is also mentioned. The retailer’s social conscience has long been part of its USP – in April 2021, it became the first grocer to completely remove plastic bags from its stores and in January it became the first grocer to pay £10 an hour minimum. 

While many grew up with the Argos catalogue, consumers today appreciate Argos’ innovative approach, convenient click-and-collect service and no-quibble returns. The retailer scrapped its famous catalogue in 2020, but customers continue to flock to the brand, with demand for its Fast Track same-day delivery service growing by 62% over Christmas 2020. Argos was another retailer whose reliability and good service over the difficult lockdown periods increased its standing in the eyes of consumers, who appreciated its continued presence. As one survey respondent says: “Always have what I want, it always works, everything is easy to find and has been since I was a kid.”

Aldi’s commitment to price makes it stand out for our respondents, along with quality and consistency of products. As one customer says: “I always save money going there as prices are so good compared to other supermarkets.” The discounter expanded its click-and-collect service in 2020, giving customers more ways to access its ranges. It also sold online food parcels to self-isolating and vulnerable customers during the pandemic, and has joined forces with Deliveroo to offer a rapid delivery service. During the pandemic, it provided customers with handy hints for shopping in store, such as flagging the quietest times of day. 

Asos has spent years perfecting the speed and convenience of its shopping journey, and this is what consumers highlight – speed, easy returns and quality product. Its sustainable packaging also garners a mention. Asos was there for shoppers during the pandemic when they needed loungewear, beauty or workout gear, and it also revealed a 13% reduction in its carbon footprint for 2020. In April 2021 it announced plans to raise £500m to accelerate its expansion, and in June 2021 US clothing retailer Nordstrum announced it had taken a minority stake in Asos to bring its newly acquired Topshop brands to a wider international market and reach a younger consumer.

Online auction site eBay’s ability to make anyone feel comfortable buying and selling online – and sorting issues quickly and relatively painlessly when they arise – means customers’ trust is high. As one customer says: “I’ve been using eBay for years and I think I can count on one hand how many times I've had problems.” Its social conscience helps as well – in February 2021, eBay launched a multi-million-pound programme to create jobs and opportunities in parts of the UK hardest hit by the coronavirus pandemic. The ‘eBay for Change’ initiative offers training and financial support to small, community-based businesses that support disadvantaged areas across Britain.

Consumers like that Primark is straightforward, with one saying: “What you see is what you get.” They flag its prices and broad range of items as reason for shopping with the brand. The retailer is also active in sustainability – in May 2021 it launched a recycled activewear line. It does not sell online, which is part of the reason why it topped a Retail Week poll as the brand consumers were most excited to return to following lockdown. This was not just down to Primark’s low prices – the retailer has channelled investment into in-store experience for years, using digital tech and experiential retailing to make its stores a positive experience.

Consumers like that Lidl’s prices are consistently low, its produce is of high quality and its staff are friendly. They like its straightforward ‘no frills’ approach, and as one customer says: “It is reliable, no frills, good prices and quality, and it doesn’t over-promise.” The grocer was among those paying back £100m of business rates relief and it has cultivated a down-to-earth image with a Christmas ad that poked fun at more sentimental messages. While it suffered from not having an online operation during the pandemic, it has clearly retained its place in consumers’ minds.

Consumers feel Apple protects their personal data and makes high-quality products that last. They also mention its design and commitment to quality throughout its operations, from apps to products. It’s strong customer service is also mentioned. As one customer says: “Everything is checked for quality and security.” After the abrupt shift to home working for office staff across the globe in early 2020, Apple recorded its most profitable quarter ever as shoppers bought devices to boost their home technology set-up – and with hybrid working set to continue, the brand will be able to keep building on this.

Consumers like Nike’s branding, and long-lasting, quality clothes and shoes. Customers relied on it during the pandemic for comfort and activewear, while its new UK store format focuses on community and localisation. The sports brand benefited during the pandemic from a focus on loungewear and local exercise such as running and walking, although sales were impacted by shipping issues and the closure of bricks-and-mortar stores. The sportswear giant donated more than $30m to Covid-19 relief efforts around the world.

New Look’s range, quality, price and ethics are all mentioned by consumers in our index. Its return to profitability in 2021 reflects its core role in many shoppers’ lives, and its ‘still standing’ status after the fall of Topshop and Debenhams will likely further increase its value in consumers’ eyes. Its presence on many smaller local high streets will have helped cement its status further, enabling it to tap into the pandemic-related surge in local shopping.

The Swedish retailer’s sustainability strategy gets mentioned by consumers, no doubt bolstered by the 2021 expansion of its second-hand chain Sellpy, now being launched in 24 countries. Its range, price and quality are also popular. While it sells online, shoppers have flocked back to stores in their droves since stores reopened, leading to jumps in profitability. 

Customers like the Co-op’s local produce and social conscience, as well as their ability to have an impact on business decisions by becoming members. As one says: “Its ethical stance; its involvement in the community; and as a member I can influence its actions.” The Co-op has benefited from the rise in local shopping and has also been vocal about the need to tackle ‘social unfairness', helping it to develop a reputation for fairness and equality. It has also launched a fast local delivery service with Deliveroo, helping to develop the convenience and speed of its offer. 

Personal data is one of the biggest sources of mistrust and uncertainty for consumers. Data breaches and security alerts are common, and consumers often feel confused about what to do in the event of a breach or how to protect themselves in the first place.

Linked to this is the importance of a strong customer experience – a seamless, easy experience online coupled with straightforward but strong security is likely to make shoppers feel reassured that the retailer is competent and will fulfil their order with ease.

Woolger at Kantar Insights says an important part of getting the experience right is not just to focus on experience metrics, but on what customers are actually saying.

“Lots of organisations focus on their NPS score but not on what the customer is actually saying. Everyone is focused or incentivised on the score, but it’s not changing what the customer needs. We say focus on verbatim feedback, what people are actually telling you.”

Handing over data

Customers appear aware of the financial value of their data and are most likely to part with it for a financial incentive. Fifty-eight per cent say a discount will make them more likely to provide data to a brand or retailer. A smaller number (30%) would provide data for early access to Sales and 26% would provide it in return for personalised content.

It's crucial banking and payment data are kept safe: consumers won’t shop on any site that makes them feel less than 100% confident. A heartening 57% either say they save their payment or address details with retailers sometimes or if it’s a retailer they will use again, and another 13% say they do it all the time. Just 15% say they never do this. Shoppers under 45 are much more likely to save their details than shoppers over 45.

It is this kind of service that will make a shopper's overall experience quicker and easier, highlighting the virtuous circle that trust can bring: shoppers will allow retailers access to more of their data if they trust a retailer, leading to better service, a further increase in trust and increased sales for the retailer in question. 

Iannopollo says having clear, well-written policies that make it easy for consumers to understand and give or remove consent helps encourage data sharing. It’s also advisable to have a strong user experience on web pages explaining data policies, with clear links for those who want to know more.

“This will build the idea that you are very competent and it’s easy for them to access their rights. It makes people more comfortable,” she says.

Plus, she adds, it’s advisable to use brand colours and make data-related pages visually appealing as consumers are more likely to read them.

Choosing the right payment methods can help boost trust as well – debit and credit cards are still the most trusted form of payment, and interestingly, PayPal is now marginally more trusted than cash (19% vs 18%).

The barriers that can prevent consumers from completing online purchases cause hiccups in the customer journey than can dent trust and loyalty. First and foremost is being unable to checkout as a guest, with 30% flagging this as an issue, while 23% highlight expensive delivery.

Woolger at Kantar Insights says it is best to look at the whole journey to find the touchpoints that might be frustrating people. “It’s all about understanding the moments that matter most – there will be points where customers get more frustrated,” she says.

“Every second isn’t going to be exceptional so it’s about understanding what points most colour people’s overall perception of the whole thing.”

Asos chief executive Nick Beighton echoes the importance of identifying the moments that matter, saying: “There are multiple moments and touchpoints throughout the retail experience where you can make a customer feel valued, satisfied, and engaged, which also builds their trust in you. That holds true for any retailer, be it in-store or online.”

Claire Pointon, customer director at John Lewis, says the pandemic caused online sales to rocket from 40% of total sales to between 60% and 70%. “This meant our customers' experience of online shopping became absolutely key in building trust, particularly at a time when our shops were closed,” she says.

While a big part of this was building a smooth and reliable experience, Pointon added customers also wanted interaction and advice from John Lewis.

“Individual advice and expertise is a cornerstone of our brand and our relationship with customers. For this reason we worked very quickly to incorporate this expertise into customers’ relationships with us online. During the pandemic we quickly introduced virtual shopping experiences for nursery, plus home and personal styling.”

Cybersecurity breaches are a huge problem for retailers – the lucrative nature of ransomware attacks mean hackers and cybercriminals continue to come up with new ways to attack companies.  

While retailers have always worked hard at their security, legislation is on the horizon that will make it even more crucial. Strong customer authentication (SCA) will soon become a necessity.

A new European regulatory requirement, SCA is a two-factor authentication process designed to add an extra layer of security when cardholders make an electronic payment. By March 14, 2022, UK retailers must have integrated SCA or risk payment providers declining transactions.

The issue consumers are most worried about when shopping online is identity theft, including theft of financial details – 58% say they are worried about this. This is far bigger than the next biggest perceived threat – data breaches, which 20% are worried about – and suggests retailers may benefit from investing time in providing reassurance around this topic.

Retailers may also want to provide advice on how to avoid falling victim to a data breach, such as using a password manager, watching out for suspicious-looking links in emails or texts, and never giving out personal information such as PINs over the phone. 

A data security breach doesn’t have to spell the end of a retailer’s relationship with a consumer, although almost a third (32%) say they would not shop again with a retailer that had suffered one.

Most would be open to resurrecting the relationship, but would need strong communication to ensure they are clear on how to secure their account in the future – such as emails with concise instructions on how to change passwords or clear information on what data has been compromised. 

Most people are concerned to some degree about password theft, with just 12% saying they never think about it. Fifty-eight per cent say they are somewhat worried and try to use secure passwords.

Lowe at Okta says it is understandable consumers are worried, pointing to Interpol’s reports of spikes in cybercrime over the pandemic.

According to Lowe: “There’s been a huge increase in malware and ransomware – people looking to exploit the fear and uncertainty caused by an unstable situation. Trust around this is critical. Adherence to GDPR is a good first step, then retailers should follow best practice around standards such as ISO 27001 in their back-end systems.”

ISO 27001 is a family of industry standards relating to the management of the security of assets.

Lowe adds it is crucial to seek expert advice when required. “Retailers now have big development teams, but what they don’t always have is a lot of expertise around identity or security in cloud applications. They need the ability to adhere to things such as GDPR and multi-factor authentication in a way that maintains a strong customer experience.”

When shopping online, it is the use of strong passwords that will make customers feel safest – 52% say these make them feel safe. Security questions have their use as well but don’t rate quite as highly, with 43% saying they make them feel safe.

Just under a third (30%) say biometrics such as fingerprints make them feel safe, while 36% trust secure log-in options such as multi-factor authentication.