What retailers should know about shoppers' privacy worries

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What retailers should know about shoppers' privacy worries

By Louisa Hallett - 09/12/2018
Retailers can find a balance between shopper demands and privacy concerns.

A JDA survey reveals the perfect balance needed between shoppers’ demands and privacy concerns.

According to JDA Software, Inc. and Centiro  2018 Global Consumer Survey, while global consumers continue to embrace new technology for both research and transactions, they are somewhat hesitant about how their personal data is being used. Overall, 75 percent of respondents said they’re concerned about their online and in-store shopping history, such as transaction history and online searches, being used to provide better, more personalized service.

“While consumers are looking for personalization from retailers, in theory, there are still concerns about how their data is being used for the execution,” said Lee Gill, Group Vice President of Global Retail Strategy, JDA. “Both consumers and retailers are trying out emerging technologies to determine what will work to provide the increased level of personalization while staying within consumers’ current comfort level.”

When asked about the potential of augmented reality (AR), 60 percent of global respondents said they would be more likely to make a purchase if they could use AR to preview products. However, China continues to be more progressive when it comes to advances in retail technology for consumer experience. Ninety percent of Chinese respondents said they would be more likely to purchase items based on AR, as compared to only 32 percent of UK respondents.

According to the survey, shopping in-store remains the most popular experience overall (preferred by 38 percent), although online options were preferred in some of the surveyed countries, such as China where online shopping via a mobile/tablet (34 percent) was the preferred option. Regarding in-store shopping, global respondents said that having the right product in stock is the most important aspect of their shopping experience (34 percent), followed by having a variety of products to choose from (29 percent).

“This notion that stores are dying or there is a ‘retail apocalypse’ is exaggerated. Instead, this is a time for a retail rebirth,” said Gill. “While the industry may refer to it as ‘omni-channel’ retailing, consumers across the globe no longer strongly distinguish between online and in-store channels. All retailers are struggling with balancing the personalization traditionally offered through e-commerce shopping with the convenience of an in-store experience. We see this time and again as more e-commerce retailers are opening brick-and-mortar shops, and traditional retailers are looking to strengthen their digital and direct-to-home fulfillment.”

To read the entire survey results, click here.