LONDON. 26 June 2024 – A new research report, published by the reviews company Feefo, has found that consumers are eager to connect with brands. Findings highlight the importance of delivering value beyond the purchase and fostering human interactions wherever possible.
The Consumer Benchmark report delves into a survey of 2,002 UK consumers conducted via Censuswide, and draws insight from over 21.7 million verified reviews collected over seven years.
Primarily, the research underscores the importance of personal connection in an increasingly digital landscape. Receiving a good product or service simply isn’t enough – consumers expect engagement from the brands they shop with far beyond the transaction. Compatibility of values is also crucial, particularly from an ESG perspective. 74% of survey respondents said that sustainability practices were very or somewhat important to them when choosing a brand.
From a business perspective, connecting with customers translates into revenue. Customers are 97% more likely to repeat purchase from a merchant that replies to reviews. Notably, brands should be mindful of maintaining a human touch as they digitise; since the pandemic, there has been a 41% increase in reviews talking about the importance of human interaction in customer service.
Companies can view the complete report here.
'Consumers are demanding more from the brands they shop with, and it’s critically important to understand their expectations,' said Tony Wheble, CEO of Feefo. 'The winning businesses will be those that deliver value beyond the core offering, by tapping into what their customers care about and building long-term relationships with them. A key challenge for brands now is learning how to digitise their operations without neglecting their customers’ need for human interaction.'
Feefo is the leading verified reviews and insights platform, trusted by more than 6,500 brands globally. It helps businesses drive long-term growth by collecting, displaying and learning from customer feedback. Feefo insights are grounded in consumer surveys conducted via Censuswide; over 62 million reviews collected on behalf of brands; and consumer trends reports from trusted organisations. To learn more, visit Feefo.com.
Zoé Duhaldeborde
zoe.duhaldeborde@feefo.com