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BizReport : Ecommerce archives : October 14, 2014

More research reveals disconnect between brands and consumers

More evidence has surfaced, in the form of a study by Kitewheel, that what connected consumers want and what brands provide is not matching up.

by Helen Leggatt

There's a gap in expectations between consumers and brands, found Kitewheel's latest study 'The State of the Customer Journey 2014'. The study "reveals a significant disconnect between consumer expectation around experience and brand execution", particularly in the areas of mobile, social media, real-time e-commerce and brand loyalty.

In terms of mobile, while more than three quarters of consumers (76%) use mobile to compare prices and read reviews just over half (51%) of marketers are not currently focusing on mobile apps as a consumer touch point. More than half (55%) of consumers said they feel frustrated when downloading an app that gives them no more functionality than a brand's website.

The study also found that brands' social media efforts are not living up to expectations. While more than two-thirds (68%) of consumers said they expect a response to a Tweet directed at a brand, one in three expect that response to come within 24 hours. However 45% of marketers say that it is unlikely they will be able to respond to every social media interaction.

Real-time ecommerce presents brands with huge opportunities yet, despite most (91%) consumers believing an 'in the moment' offer might influence a purchase just 32% of marketers have the tools available to make this promise.

And, finally, there's a big gap in whose loyalty is being sought with loyalty programs. Nearly three-quarters of consumers believe loyalty programs should be a way in which brands can show their loyalty to a customer while brands believe it to be the other way around.

Image via Shutterstock

Tags: consumer survey, loyalty marketing, mobile marketing, research, social media

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