Part 3: Willingness to Share Information is Growing
Evidenced by their increasing willingness to share information with trusted retailers, including social, location and mobile contact methods, shoppers are eagerly waiting for retailers to embrace contextual dialoguing.
Today, 28% of customers are willing to share current location information with trusted retailers, and that number is growing, up from 24% in 2013. More consumer interest is shown in social and mobile sharing, with 38% of shoppers willing to share their social handle (up from 32%) and 42% willing to share mobile for text (up from 38%).
These numbers are not without qualification. Retailers, in the past, have not always played by the customer-mandated rules of contextual conversation, often sending messages that didn’t quite conform to the manner consumers desired. As a result, even though research shows that more consumers are willing to share social, location and mobile information than in previous years, they remain guarded. Although 42% of customers see the potential for benefit in sharing location via GPS, only 28% are willing to share this information with even their most trusted retailers.
In social media, 38% of shoppers willing to share their social handles, with younger consumers considerably outpacing others. However, growth in this area is coming from older shoppers, or late adopters.
Whether through GPS, social, mobile-for-text or other information, the data reveals substantial room for growth in customer information sharing, if retailers of customers see the potential benefit of sharing mobile-for-text with retailers, but only 42% are actually willing to do so.
Source: IBM Institute of Business Value Report.
Part 4: Recommendations