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IDC Retail Insights Reveals Results of Annual Shopper Survey

Risks in thinking that consumers "give to get;"

Nearly two-thirds of consumers worry they don’t have enough control over what retailers can know about them

Framingham, MA – WEBWIRE – Monday, May 05, 2014

IDC Retail Insights  today announced the results of the 2013 Annual Shopper Survey in the new report,  “Green Lights and Bright Red Lines: Relevancy and Privacy Challenges for 2014,” (Document # RI248179).  The new study presents a finer-grained assessment of consumers’ disposition toward the privacy/relevancy trade-off in more concrete terms by which consumers make their choices.  The analysis also identifies green lights of opportunities and draws bright red lines between data collection and offers orchestration tactics that retailers should use aggressively, with caution, or not at all depending on their shoppers’ attitudes toward the privacy/relevancy trade-off.  According to results, contrary to popular belief, only a minority of consumers are openly disposed to the “give to get” exchange of private information for guidance dependent on a retailer having access to such information--14% are privacy spenders and 15% are open guidance seekers.  

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“Retailers have to learn to earn the privilege of engaging consumers based on such information as activities on social network, mobile apps, 3rd party apps, and You Tube,” said Greg Girard, program director, merchandise strategies, IDC Retail Insights. “’Give to get’ dispositions aren’t simply matters of age. In addition to brands serving young adults, those that provide superior customer service, sell high attachment products, and cater to higher income shoppers attract disproportionately larger audiences of guidance seekers and privacy spenders,”

The customer stands center stage in omni-channel retail. Earning the privilege of relationships, relevance, and reciprocity with today’s informed, discriminating, and willful consumers depends on meeting each one’s disposition to granting you rights to their private information in exchange for the opportunity to deliver differentiated value. From the customer’s perspective it’s a “give to get” proposition; from a retailer’s it’s “learn to earn”. IDC Retail Insights’ recent survey research and market analysis of consumers’ dispositions toward “giving to get” and opportunities for “learning to earn” spotted green lights and bright red lines retailers should abide. In IDC Retail Insights opinion:

Creating brand and financial value by managing the “give to get” exchange of private information for the right to provide context-sensitive guidance needs to be managed within the context of the omni-channel transformation of retail: digital transformation of marketing, commerce, and merchandising, enterprise integration, and fulfillment broadly defined from product ideation to sale and delivery.  

IDC Retail Insights asserts retailers that effectively manage the “give to get” exchange of privacy for the right to provide context-sensitive guidance will be successful. Common wisdom that consumers and your customers are well-disposed to the “give to get” exchange will mislead the strategy and while there are concerns about access to and use of personal data in hyper-personalized offers, opportunities do exist.

For additional information about this report or to arrange a one-on-one briefing with Greg Girard, please contact Sarah Murray at 781-378-2674 or Reports are available to qualified members of the media. For information on purchasing reports, contact; reporters should email

About IDC Retail Insights

IDC Retail Insights assists retail businesses and IT leaders, as well as the suppliers who serve them, in making more effective technology decisions by providing accurate, timely, and insightful fact-based research and consulting services. Staffed by senior analysts with decades of industry experience, our global research analyzes and advises on business and technology issues facing the retail industry. International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology market. IDC is a subsidiary of IDG, the world’s leading technology, media, research, and events company. For more information, please visit, email, or call 508-935-4490. Visit the IDC Retail Insights Community at


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