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Published
Mar 8, 2018
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Only 16% of Brits willing to share personal data for tailored recommendations

Published
Mar 8, 2018

While the majority of UK consumers would share their personal data with retailers for reward points, only 16% are willing to do so for personalised recommendations, a new survey has found.



This is despite retailers investing more and more on tailored shopping recommendations, indicating that consumers are failing to see the benefits of a more personal approach.

According to OnBuy.com, which analysed findings from Mindshare, who surveyed more than 6,000 people from across the UK, consumers are more willing to share their data to receive rewards points and cash rewards.

Discount vouchers are also highly valued with just under 50% of shoppers willing to disclose data about their location, what interests them and what they are doing at specific moments in time, to get one.  

Meanwhile, easier processes or applications, services that help discover new products and personalised rewards or recommendations were found to be less interesting for consumers.

“With multiple organisations suffering from high-profile breaches, data now more than ever is a major consideration for consumers,” said Cas Paton, Managing Director of OnBuy.com.

“As consumers comprehend what their data can reveal about them, organisations have a key role in alleviating any concerns they may have. All organisations should store consumer data safely and use it only when they truly feel it will improve the experience as well as the interaction with their brand.

“This research certainly shows that there are certain incentives which will entice UK consumers more than others to share their personal data but when organisations use incentives – they must do so responsibly and with a clear purpose."

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