Most Shoppers Disapprove Of In-Store Tracking

OpinionLabBeacons, mobile apps and location analytics solutions, are enabling retailers to track and analyze customer browsing and buying behaviors in the store.

Although these technologies are beneficial to retailers, many shoppers are uncomfortable with the idea of in-store tracking. In fact, 77% of consumers say that they do not see in-store tracking via smartphone as an acceptable way to collect behavioral data, according OpinionLab research.

For the study, OpinionLab collected insights from more than 1,000 shoppers to expose consumers’ perspectives on new tracking methods. Results confirmed that consumers have an overwhelmingly negative view of mobile tracking. Nearly all (88%) shoppers said that in-store tracking would not be acceptable, even if the data was used to enhance their browsing and buying experience.


There are several reasons consumers have such a negative view of in-store mobile tracking, including concerns around data security (68.5%) and spying (67%).

Trust is the underlying issue for consumers, as 81% said they do not trust retailers will keep personal information secure. Nearly two thirds (61%) of respondents also believed that the data collected would not be used in their best interest.

Should retailers decide to implement an in-store tracking initiative, 64% of consumers noted that making the program opt-in would be reasonable.  Shoppers also said they would consider opting into a tracking program if they received compelling incentives, especially discounts (61%) and free products (53%). However, 35% of consumers said no form of incentive would motivate them to opt in to a mobile tracking program.

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