Dive Brief:

• More than three-quarters of survey respondents in a study by consumer feedback analytics firm OpinionLab said that in-store tracking is unacceptable to them. Even more (81%) say they don’t trust retailers to ensure their data is secure.

• In a finding that matches up with other studies, 61% said that if they do opt-in to be tracked via apps, iBeacon, or wi-fi in a store, they expect compensation in the form of discounts; 53% said they actually want something for free.

• In a clear blow to in-store tracking, more than a third said there was nothing a retailer could do to make it worth their while to be tracked. Indeed, 63% said they wouldn’t opt in even at their favorite stores.

Dive Insight:

Technology is making it easier and ever more possible for retailers to track customers once they enter their stores. The problem? Consumers are just not comfortable with it. Add to that discomfort the fact that advocacy, legislative, and regulatory agencies all favor people's preference to rein in the practice. If retailers don’t carefully devise their tracking programs, they could be facing real disaster in the form of consumer backlash. That could take the practice back years, no matter the state of the art of the technology. Consumers want to be made aware of tracking practices, they want the ability to opt in or out, and they want something in return -- and they have the powers that be on their side so far. Take note.