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Loyalty Cardholders Concerned About Privacy

BEHAVIORAL TARGETING—U.S.

October 29, 2013

Privacy is a factor for consumers considering whether to join loyalty card programs, Supermarket News reports. A Mintel survey has found 32 percent of consumers believe “privacy is an important attribute of any loyalty program,” the report states. The study also found that 13 percent of respondents were frustrated “with too much personal information being requested during enrollment” and 10 percent cited concerns about “a lack of control over the privacy of their information,” according to the report. Mintel’s Ika Erwina said, “Reassurance of privacy is undoubtedly a key strategic tool in loyalty program engagement, but there is a paradox at play here between personalization and privacy.”
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