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Data Privacy in Retail

Author

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

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.

Suggested Citation

  • Martin, Kelly D. & Kim, Jisu J. & Palmatier, Robert W. & Steinhoff, Lena & Stewart, David W. & Walker, Beth A. & Wang, Yonggui & Weaven, Scott K., 2020. "Data Privacy in Retail," Journal of Retailing, Elsevier, vol. 96(4), pages 474-489.
    • Handle: RePEc:eee:jouret:v:96:y:2020:i:4:p:474-489
    DOI: 10.1016/j.jretai.2020.08.003
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    11. Maier, Erik & Bornschein, Rico & Manss, Rico & Hesse, Damian, 2023. "Financial consequences of adding bricks to clicks," International Journal of Research in Marketing, Elsevier, vol. 40(3), pages 609-628.
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    13. Pizzi, Gabriele & Vannucci, Virginia & Shukla, Yupal & Aiello, Gaetano, 2022. "Privacy concerns and justice perceptions with the disclosure of biometric versus behavioral data for personalized pricing tell me who you are, I’ll tell you how much you pay. Consumers’ fairness and p," Journal of Business Research, Elsevier, vol. 148(C), pages 420-432.
    14. Patel, Pankaj C. & Oghazi, Pejvak & Arunachalam, S., 2023. "Does consumer privacy act influence firm performance in the retail industry? Evidence from a US state-level law change," Journal of Business Research, Elsevier, vol. 162(C).
    15. Urbonavicius, Sigitas, 2023. "Relative power of online buyers in regard to a store: How it encourages them to disclose their personal data?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
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    17. Fehrenbach, David & Herrando, Carolina, 2021. "The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study," Journal of Business Research, Elsevier, vol. 137(C), pages 222-232.

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