From offering shoppers total transparency to providing them obvious benefit for info-sharing, here are four critical pillars of data collection that let both customer and retailer win

In order to earn their trust, brands and retailers will have to be transparent about the data they’re collecting both in store and online, how it’s being used and how the consumer will benefit.

Drawn from PSFK's recently launched Shopper Data Debrief report, the following guidelines will help retailers effectively capture and leverage data within the physical footprint, gaining a deeper understanding of how consumers shop in order to maximize operational efficiency and drive innovation while creating an enhanced customer experience:

Give Consumers Transparency And Oversight
As many consumers have growing concerns about privacy, they are seeking increased control over their personal data. Whenever possible, give consumers the ability to opt in and control what is being shared, providing transparency about the types of data you are collecting and how it will be used in order to build trust.

Offer A Clear Benefit In Return
Consumers are more willing to share their personal data in exchange for a better experience. Make sure that your methods of collecting data enhance, rather than detract from, the in-store experience. Your data collection should be unobtrusive and should offer a clear benefit, such as faster service or hyper-personalized recommendations, that makes in-store shopping  more dynamic and responsive.

Create A Unified View Of Your Customer
Consumers increasingly expect brands to know them, understand and even anticipate their needs. Collect data at every stage of the customer journey to create a unified CRM system that syncs in-store behaviors with online profiles, giving you a detailed understanding of your customer across channels as both an individual and a collective, in order to uncover any pain points or unmet needs.

Make Data Actionable
In today’s competitive retail landscape, successful brands and retailers are able to quickly adapt or even anticipate shifts in the market through data-led initiatives. In order to stay ahead of the competition, break down silos within your organization and make sure that all relevant parties have access to data and the ability to act upon it. Empower employees at all levels, from CMO to store associate, to identify and act upon opportunities identified through data analytics.

For an extensive look into the ways in which retailers are creating a two-way value exchange with consumers around data, download PSFK's Shopper Data Debrief, out now.

The Shopper Data Debrief by business intelligence service PSFK outlines how retailers can leverage new tools to capture shopper data in the physical store, creating a mutually beneficial value exchange that allows them to refine operations and offer a more personalized in-store experience. This report is part of a series of reports focusing on retail innovation and customer experience to inspire the members of our business intelligence services.

In order to earn their trust, brands and retailers will have to be transparent about the data they’re collecting both in store and online, how it’s being used and how the consumer will benefit.

Drawn from PSFK's recently launched Shopper Data Debrief report, the following guidelines will help retailers effectively capture and leverage data within the physical footprint, gaining a deeper understanding of how consumers shop in order to maximize operational efficiency and drive innovation while creating an enhanced customer experience: