More than half of consumers are willing to share information about their shopping preferences with retail chains and brands in order to receive personalized messages. Only the Spanish and Romanians are more open to this than we are – we read in Friday's “Rzeczpospolita”.
As reported by the daily, citing data from the UCE Research and ShopFully study in nine European Union countries, “consumers throughout Europe are ready to do a lot to get information about a discount, promotion or an offer prepared especially for them faster.” In Poland, 55.6 percent of respondents agree to such actions, which is one of the highest results in Europe.
“Rz” points out that it is not only Poles who say “yes” to sharing data on shopping preferences. The average positive response in the countries surveyed is 45 percent. The highest results were in Spain (59 percent) and Romania (62 percent), and Poland came in third.
“In many countries, the results are significantly lower, which indicates high consumer scepticism about providing retail chains with excessive amounts of information about themselves. Only 24 percent of Germans would like to receive personalized information in exchange for providing more information about themselves to sellers. 37 percent of Italians and 41 percent of Austrians have a similar opinion,” the daily explains.
Those Poles who are reluctant to share information about themselves most often cite privacy (53.9%). They also explain that they receive too many useless messages, which bothers 48.5%. In addition, they are not loyal to any brand and are not interested in such messages – 26.9% of respondents agreed with this.
“Rzeczpospolita” notes that consumers recognize that data is the new currency . At the same time, they are willing to share it if they receive specific benefits in return, e.g. discounts, earlier access to promotions and more convenient shopping. (PAP)
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