In a recent study an eTailing group asked survey participants how comfortable they were with sharing shopping preferences online. Over 55% of the survey takers said that they would be ?mostly willing? to share shopping preferences with online retailers if it meant that their shopping experience would be enhanced. This is a good indication that people are growing more comfortable with customized results and experiences in online shopping. However, when asked if they would share the same information on social channels, 52% of people said that they were ?much more/somewhat concerned.?
This means that retailers might be more trustworthy than a social network. And that is very good news for retail marketers. Consumers are shopping online because it can be a tailor-made experience. Anything from a retailer?s ?You Might Also Like? recommendation, to auto-fill credit card information, to one-click shopping can enhance the user experience. It?s also good to note that consumers know that in order to have this experience, retailers will have to capture their information (within reason) and they are willing to share? at least more so than on Facebook or Twitter. We can speculate as to why consumers distrust social channels (Facebook privacy policy grievances could literally fill volumes of books), but what is important is that they do not feel that way about retailers. As long as the captured information is made to enhance their experiences while shopping online (and not to broadcast this personal information to every conceivable identity theft crook on earth), they?re OK with it. Now ask yourself the smarter question: How can you utilize captured information to enhance your user?s shopping experience on your retail site?
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