New consumer data from Wunderkind and Cordial reveal a striking gap between what shoppers expect and what retail and brand marketers prioritize. The disconnect is seen across purchasing decisions, digital experiences, communication preferences and personalization as well as overall trust in technology such as AI.
The report by Wunderkind, the agentic marketing company, and Cordial, and the agentic messaging platform provider, titled “The Customer Marketing Gap,” was based on a survey of 1,000 U.S. consumers and 150 U.S.-based senior marketing professionals.
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Cordial is an agentic messaging platform with an embedded CDP used by Levi Strauss & Co., Tapestry, L.L.Bean and Boot Barn, among others. Wunderkind counts brands like Harley-Davidson and Kendra Scott among the brands using its solutions.
“Both marketers and consumers want better experiences, but they define value differently,” the report’s authors said.
For example, price represents one of the clearest disconnects, with 56 percent of consumers polled cited the lowest price “as a leading consideration” when deciding where to buy online, which compares to one-quarter of marketers who said price is a top consideration for shoppers.
The report found that the same disconnect is seen in brand communications. Of those polled, 50 percent of consumers said discounts are among the strongest factors “determining whether they pay attention to a brand message, while just 26 percent of marketers see discounts that way.”
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