Voilà! Now you have this year’s Smartson Consumer Report 2021 in front of you. A Nordic report on the force that are recommendations.
The past year, since the previous report, has been special because of the global pandemic where the digital recommendation has increased its meaning.
We see the recommendation as a collective name for tips, reviews and awards in various forms.
The physical store visit has been replaced many times by e-commerce, which has increased the importance of digital recommendations when consumers want to research an item before purchasing.