Global Consumer Research: Brands must earn the right to remember customer data
“As consumers question the benefit of sharing their information, research shows they want to receive offers that are both relevant and personalized while maintaining a level of anonymity. Retailers have the opportunity to deliver personalized incentives, converting an emotional response towards privacy into a meaningful interaction,” said Mike Webster, senior vice president and general manager, Oracle Retail.
“As retailers address data privacy issues head-on, brands who reinvent their approach to consumer engagement, look towards attracting the right customers and recognize that capturing shoppers at the point of intent will drive increased engagement and retention.
”The New Topography of Retail research was conducted in 2018 with over 15,500 consumers across five key regions: Europe (France, Germany, Italy, Spain, Sweden and UK), North America (Canada and USA), LATAM (Brazil, Chile and Mexico), Middle East (Saudi Arabia and UAE) & India and APAC (Australia and China).
Emerging Markets Embrace Retail Innovation
Across the board, consumers in emerging markets (57 percent of respondents across Brazil, Chile, China, India and the Middle East) think in-store facial recognition, virtual sale assistants in fitting rooms, kiosks where you can upload an image of an item and get recommendations, and automatic replenishment based on subscription preferences are important compared to only 28 percent of consumers in Europe, Australia and North America.
Trends across emerging markets include:
LATAM: Forty-two percent of consumers think that virtual sales assistants in the fitting room are important to their retail experience compared to 45 percent of consumers in emerging markets and 20 percent of consumers in developed markets.
Middle East: Consumers recognize the opportunity of facial recognition in their shopping experience: 59 percent believe using the technology to instantly recognize a loyalty member or be used as purchase security (57 percent) is important. Emerging markets also love the idea of being recognized with facial recognition technology to ensure purchase security (61 percent) while only 26 percent of consumers in developed markets share this enthusiasm.
India: Sixty-one percent of consumers noted that they love the idea of deliveries by drone or driverless car – nearly double the statistic for consumers in developed markets (32 percent).
APAC: Chinese consumers (57 percent) note that they view kiosks where you can upload an image of an item and get recommendations on similar items as important, more than double their peers in Australia (26 percent).
Across emerging markets consumers (64 percent) identified that they loved the idea of using virtual reality to navigate a personalized in-store experience with only 33 percent of consumers in developed markets agreeing on the potential of VR.