News

Study finds brands miss out on customer feedback

April 2, 2013

A recent study by Venuelabs reveals major brands are missing as much as 86 percent of local consumer sentiment about their in-store experiences.

The study further found that even when brands are employing best-of-breed social media and brand monitoring technologies and strategies, local consumer activity will be lost because of what the study calls "the missing link of location."

"Fundamentally, location is the new keyword," said Venuelabs CEO Neil Crist. "The gap of current monitoring technologies is being felt today by brands large and small."

Consumers are using mobile devices to interact with brands in new ways, sharing in-store experiences beyond social to include mobile- and location-based services like Foursquare and Instagram, according to the findings. Pete Mannix, co-founder and CTO of Venuelabs, said that mobile Internet usage has skyrocketed.

"Considering that nearly 40 percent of Internet usage is from a mobile device, implied user context — particularly location — has become far more critical to understanding the customer," he said.

Read more about customer experience.