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Retail Shoppers Want Digital Personalization and Not Privacy Invasion

It must be based on Context, Content, and Conduits.


McCann Truth About Shopping Study

Online Shopping Boom... McCann Study Finds Consumers Want More from In-Store

McCann Truth Central

 The Shopper and consumer is changing with the explosion of online shopping.

But as consumers are concerned about explosive growth of consumer data collection, analytics and expanding role of data in shaping They say they value shopping as an experience and not just as a transaction. 

The new "Truth About Shopping" report from McCann Truth Central explored consumer attitudes and behavior related to all areas of shopping today, including online, mobile and in-store purchasing, views about data and privacy, and preferences about the shopping environment and experience. 

"We're seeing a variety of behavioral reactions in how shoppers around the world are responding to the growing science of shopping through the expanded use of technology and data. There are ways in which they are embracing it thoroughly and other ways in which they're doing so warily," said Laura Simpson, Global Director, McCann Truth Central. "Today's challenge in the retail environment is: How do you keep the art of shopping alive in the age of algorithms? We believe that focusing on the Art of Shopping is essential to balance the science of shopping," she said.

Consumers Want Personal Touch Combined with Digital Personalization

  • 52% said shopping is too impersonal
  • They are concerned about the reliance on algorithms to dictate their purchases.
  • 57% worry that they'll discover fewer new things if companies always show them exactly what they're looking for. 
  • 66% of shoppers are looking to be inspired while they are shopping

According to India Wooldridge, VP Deputy Director, McCann Truth Central "When we look at our data, consumers are open to an even more seamless experience in stores than we see today. They are ready for the smart store of the future," she said. 

Mobile Needs to Create a Better Experience

  • Shoppers who have used smartphones recently,
  • 49% can see themselves
  • On the other hand, mobiles are currently,
  • 70% of consumers using mobile as the new window-shopping tool

Brands that are able to tailor their mobile platforms to offer rich, inspirational content, as well as quick, on-the-go transactions, based on the consumer's momentary requirement, will really be able to tap into mobile's full potential.

Consumer Privacy Concerns

  • Aware that they're being "watched" The study found 87% of shoppers know they are being tracked.
  • 61% of  shoppers are to be tracked IF they could see the benefit to them. Again, this has been increasing. This is almost a 50% increase over 2011.

The over-reliance on the science of shopping does worry the majority (58%) of US consumers. Yet the contradictory evidence is this: Globally, 59% of people around the world would be open to a store that is able to recognize you when you walk through the door

New Shopping Etiquette

Additionally, a lot of personal behavior is already changing because of the new world of shopping experience.  Shopping at midnight and even mid-dinner, have become acceptable. 39% of people globally say that being able to shop in the middle of the night is the biggest emotional benefit of online shopping. And a quarter of people globally believe it is acceptable to excuse yourself from a meeting or dinner in order to go log on to an online flash sale. So much for an old-fashioned view of manners.

The three C's for Personalization

RetailWire says that consumer want personalization  based on Context, Content, and Conduits. Understanding each is important to the overall personalization effort.

Context starts with location, with messages delivered as the consumer drives near a store or as they browse a particular department within the store are relevant to the current situation and therefore more helpful.

Content includes product data, offers, and lifestyle information. Not everything is about a coupon, it’s about helping customers improve their lifestyles without overtly selling to them.

Conduits refer to the different touchpoints for contacting customers. Touchpoints include the web, e-mail offers and mobile apps and must provide the most consistent messaging and  a customer's preferences.


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