MARKETING/SOCIAL MEDIA

Survey: Consumers concerned about privacy; will share some data

BY Dan Berthiaume

New York – The vast majority (80%) of consumers aged 20-40 in the U.S. and U.K. believe total privacy in the digital world is a thing of the past, but nearly half (49%) said they would not object to having their buying behavior tracked if it would result in relevant offers from brands and suppliers. A new study of 2,012 consumers by Accenture also shows.64% of respondents said that when they are physically in a store, they would welcome text messages from that retailer alerting them to offers matching their buying preferences.

Other notable results include:

• The majority of respondents (87%) believe adequate safeguards are not in place to protect their personal information.

• Sixty-four percent, compared to 85% from the 2012 survey, are concerned about websites tracking their buying behavior.

• More than half (56%) say they are trying to safeguard their privacy by inputting their credit card information each time they make an online purchase rather than having that data stored for future use.

• Seventy percent of respondents believe businesses aren’t transparent about how their information is being used, and 68% say there is not enough transparency around what is being done with their information.

• Forty percent of respondents believe only 10% of their personal data is actually private.

• Although 42% believe vendors and suppliers are using their personal data in order to provide them with more relevant offers, 39% believe their data is being sold.

In addition, to rank the factors that would make them most likely to complete the purchase of a product or service, respondents’ top three choices were sales and competitive pricing (61%), superior products (36%) and superior customer experience both online and in-store (35%). Customer loyalty programs and relevant promotions followed, at 31% and 26%, respectively, but engaging advertising campaigns and celebrity endorsements trailed far behind, at 6% and 3%, respectively.

“In today’s digital age where consumers are connected and empowered and data is abundant, businesses must align their organizations, technology and strategies to deliver relevant and loyalty-enabling experiences to their consumers,” said Glen Hartman, global managing director of digital transformation for Accenture Interactive. “As the business leader who typically owns the customer experience for most organizations, the chief marketing officer should be in the driver’s seat to encourage a customer-centric digital transformation that generates experiences to meet consumer needs.”

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OPERATIONS

Thirty-One Gifts deploys TXT Maple Lake’s integrated retail planning software

BY Marianne Wilson

New York — Thirty-One Gifts, one of the nation’s largest direct-selling companies, announced the successful go-live of TXT Maple Lake’s integrated retail planning solution. The software is helping Thirty-One Gifts manage the whole spectrum of in-season planning processes, including inventory management and open-to-buy.

Thirty-One Gifts offers an array of lifestyle products, most of which can be personalized.

“Because of our business model, which relies strongly on sales consultants’ activity and is very much driven by end-of-month sales, managing inventory and SKUs is absolutely critical to us, particularly as we transition seasons,” said Mike Mausteller, director of planning and merchandise control at Thirty-One Gifts, Columbus, Ohio. “We needed to better align our inventory strategies with demand to avoid backorders and additional air freight charges. The TXT Integrated Retail Planning solution is helping us achieve ideal inventory management and optimized product availability.”

Prior to TXT’s implementation, Thirty-One Gifts relied on spreadsheets with planning executed at month and style level. Now with support from the TXT software, users plan at a finer style/color/size level and with a weekly horizon. The solution also provides embedded performance management and dashboards, which ensure greater transparency across the business, and ultimately support more accurate fact-based decisions.

“The full planning team is using TXT and they really like the system,” added Mausteller. “The solution has helped standardize the process, with everyone working and thinking in a coordinated fashion. We chose TXT for their ability to support retail planning from end-to-end, as well as for the flexibility of the solution, which is able to adapt to our growing business. Adoption among users has proven extremely smooth.”

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MARKETING/SOCIAL MEDIA

Field & Stream plans omnichannel promotion for store opening

BY Dan Berthiaume

Pittsburgh – Field & Stream is celebrating the opening of its new store in Erie, Pennsylvania on June 13 with an omnichannel promotion. The promotion centers around the first-ever Field & Stream Camp 1871, an overnight camping event June 12-13.

To commemorate Father’s Day weekend, Field & Stream will select three registered campers who use #wheretraditionsbegin to share their Father’s Day photo or story to receive a VIP campout experience with an outdoor prize package. Campers will also have the opportunity to participate in exclusive activities, including a catered cookout and “campout challenges.”

"We are excited to open the Erie Field & Stream store and host our first-ever Field & Stream Camp 1871 campout," said Jack Barnes, general merchandise manager, Field & Stream. "We look forward to providing great brands, products and customer service to all outdoor enthusiasts."

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