Consumers Wary of Stores’, Sites’ Personalization Efforts

Multichannel shoppers want every convenience the Internet and stores can give them, but they’re not willing to give up much in the way of personal information — even about their whereabouts — in exchange. In its first Personalization Survey, global management consulting firm Accenture surveyed 1,000 U.S. consumers and found them to have increasingly high expectations of what retailers need to offer them, but a low level of tolerance when it came to being pressed for personal information. Sixty percent of respondents want real-time promotions and offers, but only 20 percent want retailers to know their current location and just 14 percent are willing to share their browsing histories. When online, nearly two-thirds — 64 percent — want Web sites optimized for individual devices such as smartphones and tablets and 59 percent want to be able to buy an item or at least compare prices. The same percentage would like to be able to take advantage of promotional offers for items they’re considering and use “intuitive” Web navigation if they’re in a mood to browse. But their desire for convenience isn’t matched by their willingness to be personally transparent. If and when they can, 90 percent of the sample want to limit access

Follow WWD on Twitter or become a fan on Facebook.

Read More...