“I think it was really evident through our research that the dial shifted in the US, not so much in Canada and not at all in the UK and Australia. These concerns are most prevalent in the US and Canada, as Europe has the stricter GDPR regulations.
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In addition, Facebook, Google and Android executives have also had to testify before Congress in the past year, regarding the illegal collection and tracking of consumer data and location. “If you can’t bother to get to know me, I’m not going let you have my data.”Īnother reason opt outs are increasing in America may be because of security and privacy concerns, especially considering recent data sharing between Facebook and Cambridge Analytica, explains Knights. It’s really top of mind in North American consumers, and as a result, they realize the value of their own data” says Knights. “That give-to-get dynamic has really come home to roost. 32 per cent of shoppers in the US, 28 per cent in the UK, and 34 per cent in Canada and Australia, said they had opted out of email marketing and promotions from their most used brands within the last six months. If a consumer is being constantly spammed with promotions that have nothing to do with previous purchases or actual interests, the customer will opt out of data sharing. Knights says this may have happened for a number of reasons, including lack of reward relevance. Therefore, I am worth more to you as a customer, and you need to make me aware of that.”Īccording to The Digital Imperative, 32 per cent of consumers have opted out of email marketing and promotions in the last six months. “I am giving you something that an anonymous customer does not give you. Whether that’s thanking me as a regular customer, whether that’s giving me exclusive access to something,” says Knights. “Consumers understand that if I, as a consumer, give the retailer some of my data, I expect something qualitatively better back. Additionally, 94 per cent of consumers say 'relevancy’ is the most important factor in deciding to redeem an offer or promotion. If a consumer shares their shopping history, searches and other data with a retailer, the consumer wants to get more relevant and personalized digital promotions in return.Īccording to the report, 31 per cent of consumers agree if a brand or retailer offers a loyalty scheme or some other type of reward, it has ‘a lot of influence’ on their decision to buy from them. Knights emphasizes the need for retailers to understand the 'give-to-get' mentality. Unless you have a digital connection with customers, you can’t track that yourself.”Įagle Eye says it offers companies a more efficient way of tracking customer data that can then be used to personalize the rewards, promotions, and coupons sent back to returning buyers. “Consumers are already there, they’re already two or three steps ahead of retailers.
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“If you don’t have full end-to-end visibility of your customer, including preferences and journeys, how can you tailor to meet them? How can you keep pace with the digitally and technologically savvy customers who know how to work the system?” says Knights.
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“I think retailers are very aware of that fact that if they are online only or physical brick-and-mortar stores only, they’re only seeing a small part of their customers' total shopping journey.”įor the study, Eagle Eye surveyed more than 4,000 America, Australian, British and Canadian consumers, to fully understand the impact of customer engagement through digital channels.įour key findings emerged from the study: retailers and brands must establish a digital connection with customers for a personalized shopping journey online shoppers prefer email, mobile and online code or coupon offers and promotions consumers expect marketing engagement to be relevant and consumers are realizing now more than ever that they may opt out of marketing engagement. “It is imperative for retailers to develop a digital connection with customers because so much customer shopping and activity is carried out digitally,” says Miya Knights, head of industry insight for Eagle Eye.
Within The Digital Imperative, Eagle Eye analysts outline the importance of using such programs to connect and retain engaging customer relationships. Through Eagle Eye’s custom software, Eagle Eye AIR, the platform offers digital services such as customer loyalty programs and staff loyalty rewards.
Eagle Eye, a SaaS platform that provides customer loyalty schemes and digital reward platforms, has released The Digital Imperative, which details the current trends and insights into performance-driven marketing.
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