Detaljhandlaren ser dig - det handlar om att synas -

Sammanfattning: Abstract This essay aims to bring greater focus on consumer privacy aspects involved in the practise of customer relationship marketing in the retail industry of today. As students in Service Management at Lunds University on Campus Helsingborg we are experiencing that the literature that constitutes the very cornerstones of our education does not deal with the matter of consumer privacy in a sufficient way. Our survey intends to take a closer look on consumer attitudes and considerations towards the collection and use of purchase data carried out by a retail store in the purpose of creating a closer relationship through CRM. Our survey is based on empirical data collected through surveys concerning privacy aspects in a retail context. We find that most consumers in general have a negative attitude towards the collection of personal information in a retail environment. This attitude is however subject to change if the consumer experience benefits or personal offers by accepting the use of this information. Our results show that the retail industry does not in a sufficient way inform the consumers about the purpose of collecting personal information and in what way this can benefit the consumers. Providing consumers with more information about the purpose and benefits of collecting personal information will increase consumer’s incentive to agree to this taking place and could lead to relationship marketing reaching new heights. Helsingborg, May 2008 Daniel Nilsson – [email protected] Olof Sydmark – [email protected] Ragnar Persson – [email protected]