A recent survey by the NRF Foundation polled US consumers to see how much personal information consumers are willing to give up in exchange for benefits as part of loyalty programs. The results are interesting, since they show what information is considered most personal by consumers:
...While consumers do want to pledge their loyalty, retailers are going to have a tough time figuring out just how to build their allegiance. That's because consumers state they are only willing to share a small portion of the much needed personal information that retailers need to develop traditional loyalty programs. According to the study, the most acceptable information shoppers were willing to give retailers include their name (89.8%), e-mail address (78.1%), street address (60.7%), and past transactions (46.8%). Consumers were least likely to allow retailers to track weight (14.4%), income (12.5%), job title (12.1%), employer (10.9%) and net worth (8.2%).
The more intrusive a company wants to get, the greater value they have to provide. This also suggests that a company that wants a widely-adopted program will have to limit the information collected and provide assurances about how it will be protected and used.
Via CRM Today.
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