A promotion that fails at checkout, a price that differs from the advertisement, or an item shown as available when it is actually out of stock can all erode customer trust. These are among the situations Ipsos discusses in “Retail Future: The Blind Spots”, published on 2 November 2026.
The problem is the gap between a brand’s promise and the actual experience. Marketing can bring customers to a store, but the purchase also depends on whether offers, stock availability and service match what was advertised.
Look beyond the click
Ahead of major shopping events such as 11.11, brands and agencies need to test the journey after the click, alongside reviewing advertising content.
Before increasing the budget, follow the journey from an advertisement to checkout as a customer would. Then assign clear ownership for fixing each point where the promise breaks down.
Who in your team is responsible for checking the full journey before a campaign goes live?
Source: Ipsos, Retail Future: The Blind Spots, 2 November 2026.
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