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Most Consumers See 1984 As A Reality, Just 30 Years Later

Companies worried about customer backlash from using beacons or other devices for fear that illustrates just how much they know about them may just want to wait it out. Consumers will come around to the reality.

At least that’s the suggestions of recent research, where 80 percent of consumers in the U.S. and United Kingdom ages 20 to 40 believe total privacy in the digital world is a thing of the past. Moreover, the research from Accenture found, 49 percent said they would not object to having their buying behavior tracked if it would result in relevant offers from brands and suppliers.

Despite the privacy concerns, the survey results suggest consumers generally see digital technology as a means to get a good deal. The survey of 2,012 consumers conducted in March and April found that 64 percent said that when they are physically in a store, they would welcome text messages from that retailer alerting them to offers matching their buying preferences.

“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,” Glen Hartman, global managing director of digital transformation for Accenture Interactive, said in a statement. “As the business leader who typically owns the customer experience for most organizations, the chief marketing officer should be in the driver’s seat to encourage a customer-centric digital transformation that generates experiences to meet consumer needs.”

In April, a program run between 115 Japanese supermarkets and convenience stores to share biometric customer face data drew criticism for offering a wide variety of possible customers’ rights abuses.

“What’s Hot” is aggregated content. PYMNTS.com claims no responsibility for the accuracy of the content published by the original source.


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The Which Apps Do They Want Study analyzes survey data collected from 1,045 American consumers to learn how they use merchant apps to enhance in-store shopping experiences, and their interest in downloading more in the future. Our research covered consumers’ usage of in-app features like loyalty and rewards offerings and in-store navigation, helping to assess how merchants can design apps to distinguish themselves from competitors.

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