Dive Brief:
- A new survey from Accenture says that U.S. consumers are conflicted about what and how much personal information they want retailers to access.
- More than half (60%) say they want retailers to be able to issue personalized, real-time promotions.
- In exchange for personal information, consumers expect rewards and benefits such as exclusive deals (64%), one-time discounts (61%), and special offers (61%).
Dive Insight:
Consumers like the deals they get when they give up personal information, a new survey from Accenture says, but are protective of their personal data, too. Nine out of 10 (90%) respondents to the Accenture Personalization Survey say they would limit retailers’ access to personal data if they could, but more than half will voluntarily share details such as gender (65%), age (53%), and contact information (52%).
Respondents draw the line at retailers selling their information to third parties, however, and want the opportunity to review and correct information. And although many smartphone users are already sharing the information automatically, 20% of consumers are wary of retailers being able to access location information, and only 14% want to share their browser histories.
On the payments side, 48% of the survey respondents don’t want to be charged automatically for in-store purchases without any action required. Online, 51% like the idea of a one-click checkout at retailers they’ve shopped before, and 48% are open to reorder reminders on staple items.
