To download full report and read more about consumer feedback behaviors, visit http://cem.empathica.com/Consumer-Insights-Retail-Consumer-Feedback The Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500 U.S. consumers, evaluating consumer perceptions on topics ranging from customer feedback behaviors to the use of technology in retail shopping experiences. The Consumer Insights Panel survey was conducted in the context of a broader study of consumer shopping intentions and customer satisfaction as reported by thousands of consumers across the country. The survey showed that while consumers provide ongoing feedback to brands, many of them feel that the message is not getting through. Results showed that consumers are extremely willing to offer feedback, with more than four out of five respondents indicating that they have provided at least some form of feedback to retailers. However, just 46 percent of consumers believe that brands actually use feedback to improve customer experiences, and only 52 percent believe that retailers share feedback with local stores. The Consumer Insights Panel also revealed the ways in which technology is reshaping the retail experience. Half of consumers with smartphones confirm that they have used their devices to perform online reviews or mobile price comparisons while in-store. Although price comparisons are the most common mobile activity in-store (55% of smartphone users), consumers are increasingly using their devices to scan QR codes (34%) or write online product reviews (9%). In the area of brand advocacy and referrals, social media is having an undeniable influence on purchase decisions. The study showed that three-quarters of consumers have used Facebook to help make retail or restaurant decisions, and approximately half of consumers have selected a new retailer or restaurant based on a recommendation they received via social media. To learn more about Customer Experience Management: Product and services page http://www.empathica.com/products-services/ Resource center http://www.empathica.com/resources/ Blog http://www.empathica.com/blog/ Consumer insights reports http://www.empathica.com/consumer-insights/ Industry-specific expertise http://www.empathica.com/industries/ Connect with us: Twitter http://twitter.com/EmpathicaCEM Facebook http://www.facebook.com/EmpathicaCEM LinkedIn http://www.linkedin.com/company/empathica

1. Empathica Consumer
Insights Panel
Analysis of U.S. Consumer Feedback Behaviors
Wave 1 2012
Big Box Retail
Author:
Dr. Gary Edwards, Chief Customer Officer
www.empathica.com

2. Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Most Consumers Are Willing to Provide Feedback,
Few Believe It Makes a Difference . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Consumers Willing to Provide Feedback Without Incentives . . . . . . . . . . . . . . . . . 5
One in Ten Smartphone Owners Have Written a Review
on a Website or Social Media Platform While In-Store . . . . . . . . . . . . . . . . 5
The Use of Social Media in Decision-Making . . . . . . . . . . . . . . . . . . . . . . . . . 6
Infographic: U.S. Consumer Usage of Social Media
to Make Shopping Decisions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

3. Empathica Consumer Insights Panel — Analysis of U.S. Consumer Feedback Behaviors
Executive Summary
“One of the key takeaways
Analysis of U.S. Consumer Feedback Behaviors from our latest research
is that brands need
The Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500
U.S. consumers, evaluating consumer perceptions on topics ranging from customer to proactively engage
feedback behaviors to the use of technology in retail shopping experiences. The with their customers
Consumer Insights Panel survey was conducted in the context of a broader study of
consumer shopping intentions and customer satisfaction as reported by thousands transparently through
of consumers across the country. mobile and social
channels – and even
The survey showed that while consumers provide ongoing feedback to brands,
many of them feel that the message is not getting through. Results showed that encourage negative
consumers are extremely willing to offer feedback, with more than four out of five reviews to be made public.
respondents indicating that they have provided at least some form of feedback to
retailers. However, just 46 percent of consumers believe that brands actually use
feedback to improve customer experiences, and only 52 percent believe that retailers The credibility brands
share feedback with local stores. gain from publishing
The Consumer Insights Panel also revealed the ways in which technology is reshaping all reviews far exceeds
the retail experience. Half of consumers with smartphones confirm that they have the amount of damage
used their devices to perform online reviews or mobile price comparisons while in-
that can be inflicted by
store. Although price comparisons are the most common mobile activity in-store
(55% of smartphone users), consumers are increasingly using their devices to scan the occasional negative
QR codes (34%) or write online product reviews (9%). comment. Negative
In the area of brand advocacy and referrals, social media is having an undeniable user reviews are not
influence on purchase decisions. The study showed that three-quarters of consumers necessarily a brand
have used Facebook to help make retail or restaurant decisions, and approximately half
destroyer.”
of consumers have selected a new retailer or restaurant based on a recommendation
they received via social media.
Dr. Gary Edwards
Chief Customer Officer | Empathica
3