Wary Shoppers Concerned About Mobile In-Store Tracking

Consumers Have Privacy Worries

A new survey just released has found that a majority of retail shoppers still need to be sold on the benefits on in-store tracking because they are concerned about invasion of privacy.

The survey results, reported by eMarketer, indicate that brick-and-mortar retailers need to overcome customer perceptions that their in-store messages aren’t providing information that will be useful—such as discount coupons or personalized offers.

Half of the smartphone users who were polled by PunchTab reportedly reject in-store tracking because of privacy concerns.  A third of the survey respondents were also worried about receiving too many irrelevant and intrusive messages.

But the survey also found some positive news for brick-and-mortar retailers who want to get their customers to opt in to store tracking.

A quarter of respondents said they would like to receive timely information, particularly about products they like that are on sale. In-store discount coupons ranked high on the acceptable side of the tracking ledger.  Shorter check-out times also topped the survey for acceptable uses for in-store tracking.

About half of the survey respondents also said they are currently using their mobile phone apps to check prices at competing retailers.