Don’t let your customers fade from view (the April 2011 Data Tracker questionnaire survey to determine UK consumer attitudes towards the way that retailers handle their personal data)

Citation

Costa, M. (2011), "Don’t let your customers fade from view (the April 2011 Data Tracker questionnaire survey to determine UK consumer attitudes towards the way that retailers handle their personal data)", Strategic Direction, Vol. 27 No. 11. https://doi.org/10.1108/sd.2011.05627kaa.009

Don’t let your customers fade from view (the April 2011 Data Tracker questionnaire survey to determine UK consumer attitudes towards the way that retailers handle their personal data)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 11

CostaM.Marketing Week, June 2011, Volume 34 Issue 25, Start page: 27, No. of pages 3

Summarizes the results of the April 2011 Data Tracker questionnaire survey, undertaken by consultancy fast.MAP, and the Direst Marketing Association (DMA), to determine the attitudes of UK consumers towards the way that retailers and other companies handle their personal data, which revealed that incentives to provide data, such as store cards, discounts, money-off vouchers and free samples, are losing their appeal for increasingly critical consumers. Records that the Data Tracker results for April 2011, compared with that of May 2010 and September 2010, show all these features are losing their attraction, with only free shipping increasing in appeal by just 2 percent to 20 percent of consumers, and only 16 percent of people regarding store cards as a good incentive for parting with their details, down from 18 percent in September 2010, and with only 24 percent being in favour of discounts, down from 28 percent in May 2010, and with free samples down to 28 percent from 30 percent in May 2010. Notes that even having a clear privacy policy is losing its credibility since only 33 percent of consumers say that this would prompt them to give their details to a brand, compared with 39 percent in May 2010. Concludes that there is a clear trend for shoppers being increasingly unwilling to swap their personal details for benefits of a low perceived value, and this creates a problem for marketers who have become used to receiving their data through this value exchange. Offers the comments of three marketing experts (Andrew Dunkerley (Be Wiser), James O’Connor (Hendrick’s gin), Andrew Barton (Oxfam)).Article type: ViewpointISSN: 0141-9285Reference: 40AN593

Keywords: Brand management, Consumer behaviour, Customer information, Customer surveys, Customers, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Privacy, Sales campaigns, Strategic marketing, Surveys, Trust, United Kingdom