Once new data protection, security, privacy and transparency policies are in place, grocers should make it easier for consumers to access, visualize, review and—when appropriate—modify or delete the data currently held about them. That will help give them a sense of autonomy and control over their personal data, which helps build trust.
That’s why major technology companies, including Amazon, Google, Apple, LinkedIn and Facebook already provide these options, as well as simple tools for opting in and out of specific types of data collection and usage. And as they become used to this type of experience, consumers will increasingly expect other service providers to capture and use their data the same way—including retailers and loyalty platforms in general.
Once these self-management tools are available, consumers should have the option to provide additional data in return for clearly articulated value-added services and other benefits.
For example, consumers could be given the option of providing allergy and other dietary information with the understanding that this will be used to better tailor product recommendations or generate alerts when unsuitable items are added to a shopping list or cart.
Similarly, consumers might be encouraged to share details of their grocery purchase frequency and overall spend, together with household composition information, to receive recommendations about how to save time and money by combining traditional grocery store trips with subscription meal kits.
Once again, having a sense of control about how their data will be used, and clear explanations of the beneficial new services it enables, will increase consumer comfort levels—and their desire to share information.
Related: Future, interrupted: The new store of tomorrow and how retailers can adapt