Survey finds 45% of shoppers don’t trust retailers to keep data safe
Home & Textiles Today Staff -- Home Textiles Today, July 1, 2014
San Diego – According to a new report, 45% of shoppers surveyed have had personal information stolen from a security breach. And the risk is higher for the core millennial market, with 60% of 18-to 24-year-olds indicating they have had their information stolen.
Those are among the findings by sales and marketing firm Interactions, which released its third Retail Perceptions trend report, "Retail's Reality: Shopping Behavior After Security Breaches." The report focuses on how consumers react to the increasing risk of having their information exposed to a security breach.
"When shoppers' information is exposed, not only does it damage the store brand reputation, but it also impacts profitability and productivity throughout the entire organization," said Giovanni DeMeo , vp of global marketing and analytics at Interactions. "Whether or not your store has been directly affected by a data disaster, your shoppers now perceive you differently – and are changing their shopping behaviors because of it."
Of those shoppers surveyed whom have had their information stolen through a security breach: 85% tell others about their experience, 33.5% use social media to complain about their experience, and 20 percent comment directly on the retailer's website.
In addition, an overwhelming 45% of shoppers indicated they do not trust retailers to keep their information safe, and when shoppers know that their retailer has experienced a security breach: 12% say they have stopped shopping at that retailer, and 36% will shop there less frequently.
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