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
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...