According to a recent survey from OpinionLab, eight out of 10 shoppers do not want stores to track their movements via smartphone. Only 12 percent of respondents stated that shoppers should be automatically tracked.
When asked about the best way for retailers to approach in-store tracking, 64 percent said that the best approach is opt in. At the same time, however, about the same percentage — 63 percent — report that they would not opt in to be tracked even at their favorite retail stores.
The survey of 1,042 consumers, conducted in March 2014, also found:
In a column last week for Advertising Age, Jonathan Levitt, CMO of OpinionLab, noted that retailers have long been tracking shoppers in-store with cameras. E-commerce sites have also been using pixels and cookies to track shopper behavior for years.
Mr. Levitt believes consumers will accept tracking if "retailers are transparent and focus on making the shopping experience better" but that there will be "fast, furious and negative" reactions if retailers conceal their activities.
How likely is it that shopper insights gained from in-store tracking will be on par with those gained from online tracking within five years?