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Insight: 74% of shoppers ready to share data over in-store Wi-Fi if they can get offers

A new study has revealed that 74% of shoppers are ready to share basic personal data over in-store Wi-Fi if it means they will receive discounts on products that interest them.

GENERAL MERCHANDISE

Insight: 74% of shoppers ready to share data over in-store Wi-Fi if they can get offers

A new study has revealed that 74% of shoppers are ready to share basic personal data over in-store Wi-Fi if it means they will receive discounts on products that interest them.

The research by Hughes Europe found that 85% of people surveyed said they would be most likely to share details on the kind of products they like, while 55% would share details on stores where they prefer to shop.

However, nearly nine out of ten people said they were concerned that they would be targeted by unwanted messages when logging on to retailers’ Wi-Fi networks. A further 63% were concerned about their personal details being stolen when they shared data in exchange for network access.

Dan Thornton, head of solution development at Hughes Europe, said: “Consumers, especially millennials, are now very savvy about data and personalisation and are willing to share their data with retailers if there are rewards on top of free Wi-Fi access, such as targeted offers and discounts based on their preferences.

“To capitalise on this growing trend and get closer to customers, retailers must be transparent about data-security and user policies, as well as ensuring messages are relevant to each individual. If consumers are bombarded with spam, they will log off for good.”

The survey also found that the details respondents would be most willing to share with retailers would be their name, gender and email address but few were prepared to share more specific details such as their monthly expenditure, address or salary band.
 

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