"iOS13 is really putting a spotlight on the HUGE number of apps that request Bluetooth permissions. You'd better have a better explanation than this generic one if you want me to approve."
Two Things Brands Must Do
Brands must strive to be transparent with the use of their consumers' data and they need to provide value in exchange for access to this data. Value doesn’t have to mean they give a coupon or percent off the next purchase. It might simply mean a better experience, like receiving the right offer next time there is a sale when I’m in the area, or perhaps when I walk into a store my order is automatically brought to the front of the store. There are unlimited options, but in order for brands to continue to be trusted and get access to this information, they will need to reciprocate with tangible value for their consumers.
Most Consumers will Volunteer Their Data in Exchange for Value
According to one study by Axiom, 58% of consumers will share data in exchange for value. With a majority of consumers open to this approach, we know the opportunity exists, but brands must be thoughtful in their use. Another proof point towards the value of data, privacy, and transparency is the response consumers are having to GDPR and CCPA compliance changes. In a study by CapGemini, 81% of businesses who are compliant with these regulations are seeing a positive business impact.