Do you trust tracking? How to get consumers to opt in.

Customers are incredibly skeptical of how companies handle their personal information. Recent studies have found that 83% of consumers are aware of data breaches with major retailers/companies. These days, consumer awareness of hacking is incredibly high, which creates a fear within the consumer that someone could use personal information to do harm.

Customer-tracking field uses anonymity measures to avoid personal information being shared, many consumers are worried about getting unwanted information. Most consumers don’t want software that can analyze their social media postings, online search history, and emails to recommend products. Basically they do not wish to be stalked. The main reason for this, is due to the fact that companies haven’t been open with consumers on how they use their consumers’ information.

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How does tracking work?

The most common tracking method is using a store’s mobile app. When customers who have the app enter your store, you are able to track movements as well as send notifications based on their location. For example, you can send notifications notifying customers to promotions related to the departments they are near.
Typical tracking practices all require customer interaction. However, companies also provide free Wi-Fi to customers to track store location and browsing history. There are other tracking methods that do not require a customer to opt in, for example, video tracking.
When you provide privacy policies and transparency to your customers, you’ll be able to put them at ease about your tracking methods. Here are a few strategies that will help you disclose tracking and allow customers to understand its benefits:

Share wi-fi wisdom

Consumers will always want to save some data on their phone plans, they’re going to connect to your store’s Wi-Fi network. Set up your network to display a landing page with information about tracking technology. Informing the customers about tracking and how much it can improve their shopping experience, will ultimately entice the consumer to use the Wi-Fi connection and to download your company’s app.
Customers have trust issues with their personal data and tracking, but you can earn their loyalty by telling it like it is. Being transparent about the anonymity of tracking will educate your customers and improve your bottom line.

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Loyalty-based promotions

Customers are always willing to provide their personal information in order to get discounts through store loyalty programs. Offering promotions to customers who allow you to track them, will allow you to be able to explain the process and give something back in return.
When employees hand out information about the loyalty program, they can provide leaflets or QR codes with a link that can explain in detail how the data is handled. Ensure consumers are aware of how safe and secure your database is. Once this is achieved, customers will be more willing to let you track their activity.

Tracking can be extremely valuable in terms of building better customer service and incorporating better marketing decisions. That’s why transparency is a key element to making your customers understand that their information is protected as you track their activity. Providing privacy policies and transparency to your customers, will ultimately put them at ease about your tracking methods.

Bianca, or Bee as we call her, is our social media extraordinaire. She makes a mean red velvet, and always wears the coolest Nikes.

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