58% Share Email for Discounts, But Protect Social Data

Faster checkout times draw even less interest; only 25% of respondents are ready to provide their email address for this advantage, and 52% firmly refuse to share any personal data.

Changing Consumer Demographics and Shopping Preferences

In this privacy-versus-benefits equation, a generational split results. While their older colleagues remain more guarded, even with incentives, younger consumers show more openness to sharing personal information including phone numbers in exchange for benefits.

This trend implies stores should carefully adjust their strategy to balance appealing advantages with trust-building actions among several demographic groups.

The grocery industry provides an especially interesting illustration of changing consumer tastes.

Although between March 2020 and summer 2021 the epidemic spurred an increase in online grocery shopping, in-store shopping appeals to 36% of consumers. Price is still the main factor for in-store customers, followed by convenience (59%), then product availability (53%).

The online grocery experience differs; convenience leads at 49%, followed equally by price and delivery experience at 46%. Consumers indicate that reduced delivery fees (40%), enhanced online deals (34%), and removal of minimum purchase requirements (28%) would encourage more frequent online grocery shopping.

Despite ongoing privacy concerns, loyalty programs continue to demonstrate their vital role in retail strategy, particularly in the UK market.

The statistics are compelling: 82% of British consumers possess loyalty cards, with an impressive 77% utilizing them during every shopping trip, highlighting supermarkets’ successful cultivation of customer loyalty.