Consumers seek positive customer experience, data transparency and relevant communications
The vast majority (80 percent) of consumers aged 20-40 in the United States and the United Kingdom believe total privacy in the digital world is a thing of the past, and nearly half (49 percent) said they would not object to having their buying behavior tracked if it would result in relevant offers from brands and suppliers, a new study by Accenture shows.
Privacy concerns aside, the survey of 2,012 consumers conducted in March and April of this year indicates that they continue to embrace digital technology in pursuit of a good deal. In fact, nearly two-thirds (64 percent) of the respondents said that when they are physically in a store, they would welcome text messages from that company alerting them to offers matching their buying preferences.
So how do businesses strike the right balance in providing consumers with what they want while taking their concerns about privacy into consideration? “In today’s digital age where consumers are connected and empowered and data is abundant, businesses must align their organizations, technology and strategies to deliver relevant and loyalty-enabling experiences to their consumers,” said Glen Hartman, global managing director of Digital Transformation for Accenture Interactive.