Improved technology now allows brick-and-mortar retailers to collect data—including location and contacts—from customers’ smartphones, but according to research conducted by Create with Context (CwC), only 33 percent of the customers surveyed were aware of such collection. Previous research has revealed that when customers are unaware of such data collection—but then find out about it later—trust erodes. “How, then,” Ilana Westerman and Gabriela Aschenberger, both of CwC, ask, “can businesses create transparency around data collection?” In this Privacy Perspectives installment, Westerman and Aschenberger explore how brick-and-mortar retailers can be transparent and bolster their customers’ trust. Editor’s Note: The IAPP will host the web conference Bricks-and-Mortar Is Back—Emerging Privacy Issues in Retail Settings in the U.S. on Thursday, October 31.
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