Why Don’t More Shoppers Worry When Big Data’s Watching?
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You wouldn’t know it from the lack of public outcry, but 64% of retailers are collecting Big Data tracking their customers’ shopping behavior, according to a recent study by Brick Meets Click. The companies use this data to drive more qualified traffic, better manage inventories and offer store-specific assortments, tailored to the wants and needs of their shoppers, both online and in stores.
The majority of the 3,000 people we surveyed in June on a Horizon Media online consumer panel — nearly 7 out of 10 — were at best only somewhat aware of this tracking. When asked if they think that the data collection is invasive or beneficial, just over half take a mid-ground stance. Even among those who feel that it is invasive, nearly six in 10 said that they haven’t changed any of their shopping behaviors to resist being followed.
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