News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Consumers do not want to be stalked in-store via smartphone
Consumers are less likely to shop in a store that has a smartphone tracking program in place, even if it is a favorite retailer, according to a new survey from OpinionLab.
More than three-quarters (77%) of consumers believe it is unacceptable to track their behavior in-store via their smartphone, found OpinionLab's survey of more than 1,000 U.S. consumers. In fact, 44% of consumers said they would be less likely to shop at a retail store if they knew they were being tracked.
So anti-tracking are many that, if their favorite brand were to implement a tracking program in-store, just 38% would participate.
"These are firm no's," says OpinionLab, "nearly all (88%) of those who disapprove of tracking remain un-swayed by retailers' promises to use tracking data to improve the customer experience."
The biggest turn-offs about in-store tracking are concerns about whether retailers will keep consumer data secure (68.5%), that it feels like spying (67%) and that retailers will use data collected purely for their own benefit (60.5%).
The upshot is, consumers want the choice of whether to be tracked, or not. Two-thirds of respondents believe opt-in was the way for retailers to operate a tracking program, with just 12% who said shoppers should be tracked automatically. However, even this approach does not guarantee wide-scale acceptance as 63% would not opt-in - even in their favorite retail store.
"It's not that consumers don't want a better experience in-store, it's a simple fact that retailers just haven't earned the right," writes Jonathan Levitt, CMO of OpinionLab, on the company blog. "There is a lack of evidence that retailers have yet to effectively sell consumers on the tangible benefits of in-store tracking. While there are of course shining examples of brands (Apple anyone?) that have proven that customers do have a stake in building the in-store experience, the majority of the pack hasn't shown that the link between a great in-store experience and realized benefits is in-store tracking methods. And that's a major obstacle for brick-and-mortar stores today."
Image via Shutterstock
- Ad Roundup: Mobile video and retargeting solutions
- Forecast: 27% of holiday buys could be 'lost' to abandoned carts
- Multitasking activity during TV viewing has little to do with the show being watched
- 65% of shoppers still rely on visits to physical stores during online shopping journey
- Internet ad revenues hit landmark high in first half of 2014
- Report: Product placements can recoup commercial losses
- Study highlights consumer behavior in tablet purchase journey
- Britain leads Europe's online shopping boom
Featured White Papers
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...