In search of exclusive offers, consumers are willing to share data

Would you like to share personal data and consumption in Exchange for discounts and offers. For 88% of respondents of a survey the answer is Yes. Performed with 946 Brazilian consumers, the survey of dunnhumby also that 77% would do the same in Exchange for points in loyalty programs. The results show that, over the past three years, there was significant increase in the number of Brazilians willing to share data with companies by benefits.
The dunnhumby also discovered that there is some uniformity in the behavior of Z, Y, X and Baby Boomer. This demonstrates that strategies that involve the collection and use of consumer data for creating loyalty programs and custom offerings should not be restricted to age groups, since people of all ages are willing to participate. It is necessary, however, to adapt the actions the peculiarities of each group.
Currently, according to dunnhumby, 41% of customers of retail loyalty programs in Brazil said it would buy elsewhere if the program of the network where consume was closed-which demonstrates the relevance of these initiatives for the Brazilian. The dunnhumby estimates that 30% of homes from Brazil participate in loyalty programs, while in mature markets like the United Kingdom and the United States, the rates reach 90% penetration of homes.