Data Privacy in Retail

Kelly D. Martin, Jisu J. Kim, Robert W. Palmatier, Lena Steinhoff, David W. Stewart, Beth A. Walker, Yonggui Wang and Scott K. Weaven

Journal of Retailing, 2020, vol. 96, issue 4, 474-489

Abstract: Unprecedented, exponential growth in the amount of consumer data collected by retailers across various customer touchpoints has made safeguarding data privacy a key priority. Data privacy in retail contexts requires convergence among three key stakeholders—consumer, retailer, and regulatory—each of which has unique roles and viewpoints. With a global perspective and a multimethod data collection approach, combining in-depth expert interviews, a large-scale consumer survey across four countries, and global case studies, this research identifies three emergent themes for understanding the convergence of these three stakeholders’ interests: (1) big data as a driver of customer relationship performance, (2) profound impacts of regulation, and (3) privacy protection as a proactive retail strategy. These themes underscore the complex interrelations among consumers, retailers, and regulatory forces. The delineated research opportunities in turn may foster deeper understanding of these stakeholders, their perspectives, and their convergence.

Keywords: Data privacy; Big data; Privacy concerns; Personalization; Privacy regulation (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:96:y:2020:i:4:p:474-489

DOI: 10.1016/j.jretai.2020.08.003

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