The UK retail sector could find its data-driven marketing efforts severely curtailed under the new EU data protection regime, with a new study suggesting that many brands could struggle to get permission from UK shoppers due to a lack of engagement.
According to the research, carried out by loyalty specialist ICLP, the vast majority (71%) of British shoppers do not feel it is worth sharing their personal data with brands, and 48% believe that their personal information will not be treated with respect.
In particular, UK consumers said they were not adequately rewarded for volunteering their personal information, and did not feel brands did enough to deliver personalised experiences once they had collected their data.
ICLP claims the results of the poll are a warning to retail brands that with GDPR looming many face the challenge of re-signing up thousands of customers.
Failing to gain active, affirmative consent, will make it even harder for brands to deliver true personalisation to their customers – a challenge which 40% already struggle with marketing and loyalty, at a time when 40% of brands are struggling to deliver true personalisation to their customers.
This challenge is highlighted by the fact that just 28% of Brits say retailers remember what they have purchased in the past, and just 30% are given personalised product recommendations.
Meanwhile, just one in three (31%) UK consumers find brands remember their shopping, payment and delivery preferences and 81% of Brits said that brands do not remember their birthday, meaning that either this data is not being captured, or not being used properly.
Brands, however, are faced with the problem that shoppers do not see the value of sharing their personal data in the first place. Almost three quarters (71%) say they do not feel they are adequately rewarded for sharing their personal information, and have little incentive to give their consent ahead of new GDPR laws coming into effect.
ICLP general manager Jason De Winne commented: “The fact that Brits are increasingly wary of sharing their personal information with brands presents a significant problem for retailers at a time when they need shoppers to engage to ensure that they comply with new regulations. As the deadline for GDPR compliance looms ever closer, brands need to acknowledge that they are often not providing the compelling value exchange that their customers demand.
“If shoppers don’t see any value in sharing their data, they will simply opt to remain a guest customer. This will leave brands unable to deliver the exciting and personalised shopping experiences that customers want. It has never been more important for brands to show that customers will be rewarded appropriately for sharing their personal data, and data will be used in a responsible way that ultimately benefits the consumer.”
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