Two-Thirds of Consumers Have Deleted an App Over Privacy Concerns. Here’s How to Avoid the Discard Pile

Today’s marketers face the ultimate catch-22: Consumers overwhelmingly desire hyperpersonalized experiences, yet they’re concerned about sharing their data. According to

Arity’s research, 66 percent of consumers have deleted an app due to privacy concerns. With competition for business fierce and the data privacy movement underway, retailers and

marketers must establish strong data collection practices for their mobile apps or risk losing customer loyalty. Fortunately, there are best practices retailers can adopt to

collect the data they need without jeopardizing customer relationships. In fact, with good data hygiene habits and transparent customer communications, you can strengthen

relationships with mobile app users and develop lasting loyalty. 5 Best Practices for Building Personalized, Trust-Based In-App Experiences Prioritizing privacy isn’t just the

right thing to do, rising privacy standards are now a key decision-making factor for consumers. However, privacy doesn’t have to come at the cost of personalized, engaging

experiences. Consider the following best practices to create bespoke, meaningful in-app experiences that strengthen user trust: 1. Rethink data collection. When brands first

offered digital experiences, data collection was like the Wild West. There were no guidelines, regulations or best practices, so many marketers approached data with a “collect

all you can” mindset. Marketers now have regulations like GDPR, yet many still fall victim to this antiquated tactic. Instead, adopt a “collect only what you need” approach.

This principle reminds us that every piece of data should serve a clear purpose and be promptly — and securely — discarded once that purpose is fulfilled. 2. Understand your

application’s value. To determine which user data to collect, start by recognizing your app’s core value proposition. Ask yourself: “What relationship do my users have with

my app? What function does my app serve?” Knowing how and where your audiences interact with your app ensures you provide experiences they desire and only collect the data

that’s needed. 3. Provide clear, transparent communication. The way you communicate with customers is as important as what goes on behind the scenes. Be sure to clearly and

proactively share what data you collect, how it enhances the user experience, and what you’re doing to protect that data. For example, users are generally skeptical about sharing

their location, but as a retailer, mobility data facilitates valuable user experiences. By reminding customers what this type of data enables — e.g., the ability to receive