Here at Leapfrogg, we have a panel of more than 800 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.
Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.
The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.
With the strong message that retailers and brands must personalise their marketing to their customers and thus need to find out more and more about their customers, we asked our panel how much information they were happy to share with retailers.
We asked whether the panel to rate for a number of personal details whether they “expected” them to know, “didn’t mind” them knowing, or “would rather they didn’t” know.
Our results showed that the vast majority of consumers really don’t mind how much you know about them!
As you can see from the charts above, a majority of respondents expect you to know a great deal about them in order to deliver a personalised experience.
The details that most consumers “expect” you to know about them are their preferred payment method and interestingly their size both with 23% of respondents stating that they would want a retailer to know.
Opinion was most divided over whether a retailer should know your address with 21% expecting the retailers they buy from to know it, but also 38% of consumers said that they would rather they didn’t know. This is interesting as purchases cannot be delivered without an address being given and usually it saves a lot of time when ordering if the retailer saves your address.
In conclusion, don’t be afraid of asking your customers for personal details. Requesting this information will not alienate your customers and in many cases being able to personalise their shopping experience will put you in a favourable light with those who buy from you!