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Consumers Love Omnichannel But Hate Giving Up Personal Information


Shoppers want omnichannel shopping experiences, but studies show they're hesitant to give up the private information necessary to make omnichannel shopping possible.

A new survey from McKinsey's Periscope unit found that 49% of people would prefer the ability to look through items online before being directed to them in stores. But consumers may not understand the close integration of online and offline shopping, evident by 60% of respondents surveyed saying they don’t want to share personal data like their location and past search history, RetailDive reports.

Despite the success of e-commerce, in-door shopping remains strong, the survey showing the majority of consumers still prefer doing most of their shopping in-store, with 83% of US respondents saying it’s one of their top ways to shop. [RD]