Despite an ever blossoming brand-consumer relationship, half of British consumers feel like their favourite brands are out of reach. What can brands do to be more socially inclusive to their loyal fans?
A new report has revealed that consumers feel incapable of interacting with their favourite brands online.
The study, between YouGov and the newly launched .wiki domain surveyed 2,455 UK adults and further found that 15% of UK consumers desired to collaborate on the future technologies that their favourite brands offer.
John Lewis was voted by respondents as the most collaborative brand online, followed by Google, Apple and Marks & Spencer.
Ray King, CEO at Top Level Design, the company that created .wiki, said: “Consumers and businesses alike have long recognised the power and potential that the internet has to improve the products and services businesses offer, creating a better two-way dialogue between customers and their favourite brands.
“In reality, this research shows that most consumers feel that the opportunity to collaborate with most companies they love still doesn’t yet exist.”
The report also revealed that consumers value socially interactive brands, 52% of those surveyed in the US hold a better perception of brands that make online collaboration with them accessible, similar to the UK which clocked 48%.
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