Consumers want personalized benefits, so much so that they’ll share some personal details to get them, according to the State of Consumer & Retailer Data Survey 2020, a study by data management company Stibo Systems.
But only up to a point.
Among shoppers, 49% will provide data to get loyalty program points. Yet only 23% will do so to receive weekly coupons.
And a mere 11% will trade information for personalized product recommendations, location-based offers or streamlined in-store service.
Moreover, brands have to be careful about sharing the personally identifiable information they do pull in — 70% of consumers want their address/phone number protected above all else.
Shoppers seem less worried about seemingly anonymous online behavior –15% demand that their browsing history be protected and 9% say the same about their cart contents and 6% their purchase history.
Stibo surveyed over 500 retailers and 500 consumers.
more at source: https://www.mediapost.com/publications/article/345097/consumers-will-share-data-for-retail-benefits-stu.html