Given the choice, consumers are likely to just say "no" to their movements being tracked in retail stores via their smartphones. According to a new survey by Chicago-based OpinionLab, eight out of 10 consumers don't want to be tracked without giving their explicit consent. A large majority, 64 percent, said they should only be tracked if they opt-in or sign up to participate in a program, a response that is directly contrary to the opt-out platform adopted by 11 mobile location analytics firms. Nearly a quarter of shoppers or 24 percent believe retailers shouldn't do any in-store tracking at all. Even promises of a better shopping experience didn't change consumers' minds with 88 percent saying it wouldn’t make any difference. But what might make a difference is if retailers provided some incentive for participating, like discounts or free products. In the wake of data breaches at big retailers like Target, consumers simply don’t trust retailers. A vast majority of shoppers, 81 percent, do not trust retailers to keep their data private and secure.
The study was conducted earlier this month and is based on feedback from 1,042 consumers.