Ikea Plans to Overhaul Its Customer Data Policies
Would you give up personalization for privacy?
Kgbo, Ikea Logan store, CC BY-SA 4.0
· less than 3 min read
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If you’ve ever been stalked by ads for an IKEA futon you viewed but didn’t buy, I have good news. IKEA is overhauling its data collection practices to let customers shop in privacy, the WSJ reports.
The details: IKEA customers will be able to decide whether the company can use their on-site browsing history and past purchases to inform targeted ads and product recommendations on IKEA’s app.
- IKEA will post messages throughout its website reminding customers to edit their data preferences.
- By the end of April, data controls will arrive on IKEA’s app in several European countries and the U.S.
The debate: IKEA’s policy shift assumes that customers will trust the brand more if they can shop in permanent incognito mode. Meanwhile, retailers including Target, Walmart, and Amazon aren’t backing down from using your data to personalize the shopping experience. “When we know more about our guests, we can provide them with customized offers,” a Target spokeswoman told the WSJ.
Retail news that keeps industry pros in the know
Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.