Brands and retailers increasingly want to offer each of their customers a unique customer experience, tailored to their needs and expectations. To do this, they need access to their preferences, shopping habits and other personal information that can optimise their customer experience.
The Covid crisis has forced many French people to buy online and therefore stimulated companies to invest more in online tools to collect information. To do this, brands and retailers are increasingly using what is known as “retail media” since the health crisis.
What is retail media?
Retail media consists of placing advertisements throughout the customer’s shopping journey, which are displayed on the home page, search page or product pages. For example, when you are looking for warm winter clothing on an e-commerce site such as Amazon, the latter will propose Damart products at the top of the page if it has implemented a retail media strategy. The e-commerce site will thus highlight the products of its supplier brands. Of course, this is not new, but retail media has become more effective over time. It allows more data to be collected to enable retailers to monetise their audience and brands to boost their sales.
What information are seniors willing to share with brands and retailers to benefit from a personalised offer?
Senior citizens are increasingly comfortable with digital technology, but are less willing to share their personal information.
According to the OpinionWay survey for La Retail Tech published in October 2022, the French, whatever their age, are not prepared to share information about their “income, assets” and “credit card payment history” in order to benefit from personalised offers. On the other hand, they are willing to share information such as “household composition” (53% for 50-64 year olds, 47% for 65+), their “hobbies, leisure activities, outings” (54% for 50-64 year olds, 44% for 65+), their “shopping preferences” (55% for 50-64 year olds, 43% for 65+).
Unlike younger people, 65+ are less willing to share the data from the mobile applications they use (14%), a 42 point difference with 18-24 year olds, and also their activity on social networks (18%), a 41 point difference with 18-24 year olds.
What could encourage seniors to communicate more personal information to brands and/or brands?
A third of the over-65s say they would be more willing to share their personal data if they were offered “better promotional offers”, to have “more guarantees about the security of their personal data” but also to “know how brands/brands use your data”.