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
- Working 9-5 becoming a thing of the past?
- Accordant Media: 151% increase in global programmatic auction volume
- Reports: Digital will be strong through holiday season
- Expert: How to ready for speech analytics
- Study: CPG to top $10b this year
- Newspapers go digital but readers continue to pick up a print copy
- Expert: How subscriptions are driving retail
- Report: US small businesses pushing international
Featured White Papers
- How to Deliver Content Your Employees Will Love to Share
Your employees are your greatest asset. It makes perfect sense that companies would double down on their own talent, empowering...
- Key Tools for Engagement Marketing
Dig into the concept of digital marketing and how to be successful in today's modern, complex business landscape...