Ahold Delhaize and Deloitte research reveals European consumer preferences on customer data collection and use

Zaandam, the Netherlands, July 22, 2020 – Today, Ahold Delhaize and Deloitte publish the outcomes of an extensive online survey into European consumers’ perspectives on the collection and use of personal data. Across Europe, 15,000 respondents indicated that consumers in general are willing to share their personal data, with interesting differences among nationalities, age groups, and online grocery shopping behavior, and that they have a strong level of trust in grocery retailers. 

 “It is encouraging to see that grocery retailers are considered trusted custodians of customer data. The outcomes of this report underline the need for continued focus to preserve and build on this trust,” said Wouter Kolk, CEO, Ahold Delhaize Europe & Indonesia. “Ethical data use is at the top of our digital transformation agenda. Every week our brands process 50 million transactions, online and in‑store. Customers trust our brands with their data, whether for checking their home address for grocery deliveries or accessing their shopping history to make shopping easier and receive personalized benefits. Data also enables us to run a more efficient operation, which in turn can help mitigate food waste and improve energy efficiency. 

Only 30% of respondents indicated they are unwilling to share their data with grocery retailers. This indication is more favorable than for most other industries. However, there are significant differences across Europe around the willingness of consumers to share data. In general, respondents are willing to share data about demographics as well as information about the types and frequency of the products they buy — 59% are “very willing or “somewhat willing” to share data regarding product purchase and their level of education. Almost 40% of respondents are willing to share detailed health information such as allergies and heart rate, but only 28% are willing to share locational data. The strongest resistance is to sharing financial information, with two-thirds of respondents being “not at all willing” to share their bank account transactions. 

Wouter Kolk continues: “this extensive report provides many insights into what European customers are willing to share with grocery retailers, against what conditions and for which benefits. An important take away is the clear differences per country, underlining once more the great diversity in the European markets. It also underlines the importance for any multinational company to have clear guidelines with a flexible, decentralized approach to data collection and usage to enable the local brands to do what is right for their customer base.” 

The report ‘The consumer data give and take’ can be accessed here.