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Consumers want ‘Big Brother’ monitoring from loyalty schemes

Consumers want ‘Big Brother’ monitoring from loyalty schemes

Contrary to popular belief, internet users do not consider businesses that track their online behaviour and shopping habits to be intrusive. 

Some 74% of respondents to a new survey value customer loyalty schemes that offer discounts based on their personal shopping habits more highly than other features.

Furthermore, consumers want convenience and relevance to help speed up and simplify their online experience, with two thirds (66%) expecting to view content specific to their interests and needs.

The findings come from an independent survey entitled ‘What the Customer Wants’, which interviewed 1,000 consumers and was commissioned by Content Management (WCM) company, SDL Tridion.

Other key findings include that the recession has prompted 30% of internet users to shop online more often than they did previously.

When browsing content or shopping online, three quarters of internet users (74%) value customer loyalty schemes that offer discounts based on their personal shopping habits more highly than other features

Half (51%) of internet users say that their decision of where to shop online would be swayed by a vendor offering a customer loyalty scheme

Almost half of internet users think it is important that websites email them with updates on products or services that cater to their specific preferences or interests (47%).

And a similar proportion (45%) would like to see suggestions for other products or services of interest whilst they are browsing.

“Unquestionably the recession has prompted consumers to shop online to find the best deals and save money,” said Tim Norman, Sales Director of Northern Europe.

“What is refreshing, however, is how much more sophisticated they are with their online usage – they understand the benefits of having their behaviour tracked and profiled and welcome customer loyalty schemes that reward their personal shopping habits with discounts individually tailored.”

He added, “Consumers no longer see personalization as a threat to their personal privacy, but as a way of deriving convenience and saving time, as well as money.”

AJR
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