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Just 20 pc of retail consumers want location divulged: survey


The Accenture Personalization Survey found that 14 percent want to share their browsing history, contrasted with the nearly 60 percent who want real-time promotions and offers. The division on retailers? tactics and the types of personal information consumers feel comfortable disclosing points to marketers? need to offer something truly valuable to break the ice.

?Customers are constantly bombarded by marketing across all channels and it?s easy to tune it all out,? said Renato Scaff, managing director in Accenture?s Retail practice. ?The key to being heard is to be relevant, and to be relevant you need to be personalized, you need to offer something that consumers truly see as valuable to them, that day, at that moment. 

?This is the promise of personalization and it transcends marketing and advertising into the ultimate panacea of having a real conversation with customers,? he said.

Digital trust
Accenture?s survey examined customer expectations around a personalized shopping experience with retailers, including social channels. It explored the issue of digital trust, or confidence placed in an organization to collect, store and use others? digital information to benefit and protect the consumer.

Subway Wi-Fi network remembers guests who visit a location.

While many consumers are willing to share some personal details with retailers, 90 percent of respondents said if the option were available they would limit access to certain types of personal data and would stop retailers from selling their information to third parties. 

In addition, 88 percent would prefer to determine how the data can be used and 84 percent want to review and correct information.? 
If retailers approach and market personalization as a value exchange, and are transparent in how the data will be used, consumers will likely be more willing to engage and trade their personal data, the survey found.

The most welcome in-store retailer communications and offerings include automatic discounts at checkout for loyalty points or coupons (82 percent) and real-time promotions (57 percent). 

When it comes to personalized online experiences, the most popular choices were Web site optimized by device (desktop, tablet, mobile) (64 percent) and promotional offers for items the customer is strongly considering (59 percent).? ?In other findings, 48 percent of those surveyed are receptive to getting reminders online to order items that they might have run out of and need to be refilled from mass retailers, drug stores and grocery stores.

Fifty-one percent like the idea of one-click checkout retailers who know how consumers want to pay and have items shipped.

At the same time, consumers want to be active in making purchases, with 48 percent saying they dislike the idea of in-store purchases being charged automatically to their account without their taking out their wallet or mobile phone.

As part of the information exchange for a more personalized retail experience consumers also expect to get something in return. The key benefits cited include: access to exclusive deals (64 percent), automatic crediting for coupons and loyalty points (64 percent), a one-time discount (61 percent) or special offers (61 percent).

Consumers are more willing to share certain personal details with retailers, including demographic information such as gender (65 percent), age (53 percent) and contact information (52 percent).

A significantly smaller percentage (24 percent) would share their contact information on social media. 

Financial (credit score), medical and social media contacts details are deemed the most sensitive, with 13, eight and five percent, respectively, willing to share this information with retailers.? 

Understanding audience
Most experts agree that location is no substitute for understanding segmentation and profiling.


Subway customers receive free sandwiches via Wi-Fi opt-in.

At the heart of a successful mobile marketing initiative is understanding the audience to create the right message at the right time.

?As personal technologies continue to become engrained in everyday lives, retailers can take advantage of the power of these devices by investing in mobile applications to provide a seamless bridge between customers? online and in-store experiences,? Mr. Scaff said. 

?This will enable retailers to build more personalized relationships and better differentiate themselves from the competition.?

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York