Having an online user account with a retailer can have its advantages, including faster checkout and the opportunity for a more personalized shopping experience.
And while a report from DMI found that 46% of the more than 1,500 US adult consumers they surveyed use online accounts, some factors are making the rest hesitate.
One of the barriers that stops consumers from creating user accounts is that they know that emails will follow. About one-third (32%) of respondents are not interested in receiving marketing emails.
Historically, people say that retailers send relevant and accurate emails more than other industries.
Yet, while more recent data shows that many consumers are scanning subject lines to decide whether to open retailer emails, others stay subscribed because it’s just too difficult to unsubscribe. Consumers making multiple purchases online at various retailers possibly are hesitant to wade through the resulting emails should they create user accounts.
One-quarter (24%) of respondents also say they are nervous about providing personal information. Most marketers are well aware that data security and privacy are top demands of customers in the digital age – know and what the consequences could be if they do not secure customer data.
US shoppers have been known to walk away from brands who use their customer data without their knowledge and many others have stopped using a brand after a data breach. Read the rest at Marketing Charts.