There’s plenty of evidence that supports the premise that if we give consumers something valuable they will tell us a little (or a lot) about themselves in return. Here’s more from a recent survey from Accenture:
- Despite the fact that 86 percent of those surveyed say they are concerned about websites tracking their online shopping behavior, 85 percent are aware that such tracking goes on but they understand that tracking enables companies to present offers and content that matches their interests.
- Nearly half of all respondents – 49 percent – are receptive to their favorite stores or brands using their tracking data to inform their future preferences and make them aware of product availability.
- When asked to make a choice, 64% of total respondents say it is more important that companies present them with relevant offers against only 36 percent who say companies should stop tracking their website activity.
- At the same time, however, 88 percent strongly agree or agree that companies should give them flexibility to control how their personal information is used to tailor their shopping experience.
So why are we so afraid to give consumers the choice?
Northampton Consulting 