Poles are willing to give up their privacy in exchange for promotions

Consumers across Europe are ready to do anything to get information about a discount, promotion or an offer prepared especially for them faster. In Poland, 55.6% say "yes" to such offers, and this is one of the highest results in Europe - research shows UCE Research and ShopFully in nine European Union countries. The results of the survey were first published by "Rzeczpospolita".

It is not only Poles who say “yes” to sharing data about shopping preferences. The average positive response in the surveyed countries is 45 percent, with the highest results in Spain (59 percent) and Romania (62 percent). Poland came in third in the ranking. In many countries, the results are much lower, which means that consumers are highly skeptical about sharing excessive information about themselves with retail chains.

Only 24% of Germans would like to receive personalized information in exchange for providing more information about themselves to sellers, while 37% of Italians and 41% of Austrians feel the same way.

Poles who are reluctant to share information about themselves most often cite privacy – this was indicated by 53.9 percent. They also explain that they receive too many useless messages, which bothers 48.5 percent. In addition, they are not loyal to any brand and are not interested in such messages – this was agreed by 26.9 percent.

– Consumers increasingly see value in personalized shopping experiences. They are fed up with general and mass messages that do not meet their needs. They count on the fact that by sharing their preferences, they will receive better, more tailored proposals. At the same time, awareness is growing that data can work to the customer's advantage, and brands often provide an appropriate level of privacy protection – comments Robert Biegaj, co-author of the study from ShopFully. – Nevertheless, merchants must be very careful not to lose customer trust. One data breach or too intrusive personalization can discourage them for a long time – he warns. – The results of the study show that consumers are highly sensitive to the misuse of their data. 44.4% of respondents indicate that a significant part of society is afraid of violations. Networks must have clear privacy policies, which requires investment in technology and various types of processes – emphasizes Robert Biegaj.

According to the study’s authors, consumers see that data is the new currency. They are willing to share it if they receive specific benefits in return, such as discounts, earlier access to promotions, and more convenient shopping. In addition, many consumers are users of platforms such as Netflix, Spotify, or Amazon. They are accustomed to personalized offers, such as movie suggestions. And they expect the same from retail chains and brands.

- For the market, such an attitude is primarily a chance for greater profits. Retail chains and brands can build deeper relationships with customers and encourage them to be more loyal. Consumers who feel understood and appreciated are more likely to return to stores. And as a rule, they are more loyal because they see their own interest in it - points out the expert from ShopFully.

For brands and retail chains, these declarations mean the end of the era of mass communication. General newsletters and mass advertising campaigns are losing their effectiveness. Today's consumer wants the brand to know their needs and preferences. It is effective to send less frequent but properly tailored messages. Fewer campaigns, but more thoughtful and with real value for the recipient, bring better results.

Caution is no wonder: unrealistic sales, discounts or stories about a family business on the verge of collapse are just some of the manipulations that most customers have encountered, and many have fallen into the trap. Research shows that 51% of respondents do not know what social engineering in e-commerce is, and every third person is also fooled by the visual setting of an online store or attractive product photos. Research by Amazon and the Ariadna Research Panel shows that the average e-shopper loses almost PLN 400 on online fraud.

Social engineering in e-commerce is a method of manipulation that persuades users to make decisions or perform actions that ultimately lead to fraud. Almost every third consumer was also tempted by an exceptionally low price and attractive photos (30 percent). When a product looks good on the surface and costs little, we make decisions faster, often forgetting to be careful.

On the other hand, one of the factors that we pay the most attention to before making a purchase are opinions – both those about the store itself and about a specific product (53% each). Consumers increasingly rely on the experiences of other users, considering them a credible complement to the description presented by sellers. For them, it is a form of seal protecting against an unsuccessful purchase.

– Consumers are increasingly looking for places that combine attractiveness, speed and security of shopping in one virtual space. This should be the guiding principle of modern e-commerce – says Katarzyna Ciechanowska-Ciosk, Country Leader at Amazon.pl.