Over one third of respondents surveyed (34%) object to stores collecting data on them, whereas 24% believe that it is useful for their shopping experience. Interestingly, nearly one sixth (14%) were completely unaware that stores collect any data on them, while 6% admitted to having benefitted from the collection of data stating that it had improved their shopping experience.
83% of retailers think that customers would respond positively to behavioural technology, either stating that it has improved their shopping experience or that they have benefitted from data-improved shopping experiences. Only 9% of retailers felt that customers would object, and again only 7% felt that customers would not be aware of this type of technology used in-store. Clearly retailers will need to focus on education initiatives to help promote the benefits of such technology to their customers.