In October, Google launched Trusted Stores, marking its entry into the trust mark industry. A trust mark is essentially a watermark for the digital era whereby a third party verifies the legitimacy and integrity of an online entity. If deemed legitimate, the online entity can display a badge on its website (meaning its security can be verified by contacting the third-party). E-verify and VeriSign are well-known examples of effective trust mark enterprises.
Google’s entry into the trust mark game adds some new twists and turns for its subscribers. Most notably, e-retailers must voluntarily share data about shipments to display the trust mark badge. As part of Trusted Stores, Google will reimburse customers up to $1,000 over a lifetime for service mishaps. Google’s Trusted Stores presents a three-pronged approach to e-commerce: first, trust marks represent a new line of business for an already trusted internet brand; second, it is a customer protection program; third, it is a shipping and service data benchmarking operation.
Google’s Trusted Stores is thought-provoking for several reasons. How might it affect the search results and existing Google Adwords Quality Scores? Will Trusted Stores’ ratings and metrics match with other online experiences? If only certain population segments use Trusted Stores, how will search engine optimization account for skewed data?
Another reason Google’s Trusted Stores is important is because of how it will impact the customer feedback loop developed by social media platforms like Twitter and Facebook. If experiences differ between Trusted Stores and social media platforms in the world of e-commerce, a closer examination is surely in order.
But the burning question for me is whether or not Google’s Trusted Stores can earn customer trust. The video below provides further insights into Google Trusted Stores.