Estudios: Consumers want to be wanted


Retailers need to commit to earning a consumer’s business as 79 percent of consumers will only buy from brands that provide they care about earning a shopper’s business.

A study, commissioned by Wunderman and conducted in partnership with Penn Schoen Berland, reveals retailers need to undertake a new approach to consumer engagement identified by «wantedness,» which is defined as the degree to which a brand proves their commitment to earning a customer’s business across every touch point and entire path to purchase.


Read Also: Generation Z loves shopping at the brick-and-mortar retailer

«With expectations at an all-time high, brands are required to operate in consumer culture and not just within their own category,» Jamie Gutfreund, global CMO of Wunderman, said in a press release. «It used to be that brands had the luxury of customers conforming to their business models, which worked for many years. But the tables have turned. Today, consumers expect businesses to adapt to their needs and our findings are consistent across all generations, geographies and genders.»

Other key findings include:

  • 90 percent of consumers believe mobile empowers them to make better purchase decisions.
  • 89 percent of American consumers say they are loyal to brands that share their values.
  • 74 percent of consumers believe brands can set a new standard by how they serve customers.


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