• Skip to primary navigation
  • Skip to main content
  • Skip to footer
Privacy for America

Privacy for America

Furthering Accountability and Responsible Data Practices.

  • Home
  • About
  • Overview
  • Newsroom
    • Blog
    • News
    • Press Releases
  • Contact
  • LinkedIn
  • Twitter

Responsible Data Use: A Win-Win for Consumers and Businesses

July 12, 2021

How responsible use of data improves the customer experience, drives business and customer loyalty.

Think about your local supermarket’s rewards program. You probably have a card you scan at the register to earn rewards points for every transaction you make at the store, which you might use for a variety of perks such as discounts, free gasoline or free grocery or prescription drug delivery. You might also get coupons when you check out based on items you recently bought, helping you to save money on your next visit.

All of these perks are examples of how businesses build trust and improve the overall customer experience. Though supermarkets and pharmacies are the most common examples, retail stores, restaurants, coffee shops, movie theaters, and so many other types of businesses rely on rewards programs, coupons and discounts, and other similar perks to attract and retain customers. According to a recent Accenture survey, more than 90 percent of companies employed some form of customer engagement or loyalty program.

And these programs aren’t important for just the businesses, but for consumers as well: in 2019, consumers had an average of 14.8 memberships in loyalty programs. According to a survey from Criteo, 65 percent of consumers report that they enjoy loyalty programs, and 52 percent say that loyalty programs are one key reason they choose specific retailers or brands. And consumers value incentives beyond just the loyalty programs – Criteo also reports that 93 percent of U.S. shoppers cite discounts and offers as important factors when deciding whether or not to purchase from a retailer or brand. All of these are critical to the overall customer experience, which consumers expect to be increasingly personalized. 80 percent of consumers want personalization from retailers, including in their loyalty programs: 72 percent of consumers expect loyalty programs to offer personalized rewards.

To offer these perks successfully, businesses use data to predict the benefits that will appeal to their customers and tailor their programs to these interests. This allows customers to have a more relevant and enjoyable experience with the brands they choose to purchase goods and services from and enables businesses to build, grow and maintain a loyal customer base. Also critical to building trust among customers is transparency: 61 percent of consumers report they’re at least somewhat willing to share personal information with an app in exchange for more transparency and control over their data.

Frankly – this exchange is a win-win for everyone, and it’s an excellent example of how the responsible use of data brings tremendous benefits to consumers and businesses.

As lawmakers consider a national data privacy law to protect consumers, they must consider how they can preserve this type of responsible data use that both consumers and businesses have come to rely on as they navigate the U.S. marketplace while promoting transparency and accountability that is key for consumer trust.

We believe it is possible for consumers to be protected from bad actors who want to use their data in harmful ways while still receiving the benefits of promotions, coupons, discounts and loyalty programs from their favorite brands. The Privacy for America approach would prohibit harmful data practices while preserving the ability for businesses who use data responsibility to continue to provide these benefits their customers have come to appreciate and expect. It would also impose a series of requirements designed to enhance accountability, transparency, and consumer control with respect to personal data, which includes allowing consumers to opt out of any personalized information about products or services that they don’t want.

Learn more about how our approach to a federal data privacy bill would work for consumers, businesses and the entire U.S. marketplace: https://www.privacyforamerica.com/overview/

Blog

Footer

Contact Privacy for America

To get in touch, please contact us.

  • LinkedIn
  • Twitter

About Privacy for America

Learn more about us.

Read our privacy policy.

View our sitemap.

© 2023 Privacy for America. All rights reserved. Site By Prairie Marketing Inc.

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
Cookie SettingsAccept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT