Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

“What’s in it for me?”: Three quarters of UK shoppers say they get nothing in return for sharing their personal data with brands

June 30, 2017

Three quarters of UK shoppers say they get nothing in return for sharing personal data with brands, according to new research.

The findings, from loyalty experts ICLP could prove a big problem for brands ahead of the deadline for GDPR compliance.

The survey of over 1,000 consumers also found that:

• 48% don’t believe their personal data will be treated with respect by brands
• Only 28% believe that retailers will remember what they’ve purchased in the past
• 81% say that brands don’t remember their birthday

71% of British shoppers do not feel that it’s worth sharing their personal data with brands, and 48% don’t believe that their personal information will be treated with respect. In particular, UK consumers said they were not adequately rewarded for volunteering their personal information, and did not feel brands did enough to deliver personalised experiences once they had collected their data.

Ahead of the new General Data Protection Regulation (GDPR) coming into effect one year from now, which will require all data used by brands to have been collected using active, affirmative consent, many brands face the challenge of re-signing up thousands of customers. Failing to do so will make it even harder for brands to deliver true personalisation to their customers – a challenge which 40% already struggle with marketing and loyalty, at a time when 40% of brands are struggling to deliver true personalisation to their customers.

This challenge is highlighted further by ICLP’s research which shows only 28% of Brits say retailers remember what they’ve purchased in the past, and just 30% are given personalised product recommendations. Meanwhile, just one in three (31%) UK consumers find brands remember their shopping, payment and delivery preferences and 81% of Brits said that brands don’t remember their birthday, meaning that either this data is not being captured, or not being used properly.

Brands, however, are faced with the problem that shoppers don’t see the value of sharing their personal data in the first place. Almost three quarters (71%) say they do not feel they are adequately rewarded for sharing their personal information, and have little incentive to give their consent ahead of new GDPR laws coming into effect.

Jason De Winne, General Manager at ICLP, commented: “The fact that Brits are increasingly wary of sharing their personal information with brands presents a significant problem for retailers at a time when they need shoppers to engage to ensure that they comply with new regulations. As the deadline for GDPR compliance looms ever closer, brands need to acknowledge that they are often not providing the compelling value exchange that their customers demand.

“If shoppers don’t see any value in sharing their data, they will simply opt to remain a guest customer. This will leave brands unable to deliver the exciting and personalised shopping experiences that customers want. It has never been more important for brands to show that customers will be rewarded appropriately for sharing their personal data, and data will be used in a responsible way that ultimately benefits the consumer.”

Ads, Content, E-commerce, News brands, marketing, Regulation, UK

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT