Empathy.co flags use of cookies and trackers by top UK retailers
Empathy.co has launched the Retail Trust Index (RTI), with the aim of examining online tracking practices across the retail industry, and the impact of intrusive data practices on consumer trust.
This shows that consumers when shopping online with the UK’s leading retailers will be on average tracked by ten separate trackers, and over 50% were used to share information to third parties for advertising.
Fashion brands were shown to utilise the most online trackers whilst supermarkets used the least.
The top ten brands that use the most trackers are as follows:
JD Sports
Wickes
Adidas
Clarks
Selfridges
B&Q
John Lewis
Iceland
Sports Direct
TK Maxx
Along with this, Empathy.co’s research of 2,000 UK consumers shows that just 19% trust the aforementioned retailers.
69% of Brits feel cookies and other online tracking practices are intrusive, with a further 50% of them changing their online shopping habits to avoid retailers from tracking their purchases through cookies.
60% know online retailers track users' online browser history, but this awareness is only furthering consumer distrust, with 50% believing retail brands aren’t doing enough to protect their privacy online.
70% of consumers feel their personal data is more secure when they shop in-store. In fact, 62% would avoid online tracking activities altogether by shopping in stores.
Grocery giants Tesco, Sainsburys, and Asda ranked as the most trusted retailers with 39%, 33% and 31% of consumers trusting these brands respectively. Other supermarket brands, Morrisons and Co-op, also used the least amount of trackers alongside Waterstones, Harrods, B&M and Wilko.
The retail brands using the least amount of online trackers are as follows:
Morrisons, Waterstones
Harrods, B&M, Co-op, Wilko
HMV, H&M
Hugo Boss, Disney Store, Holland & Barrett, Tesco, Nike, Lidl
House of Fraser, Calvin Klein, Specsavers
Angel Maldonado, CEO at Empathy.co, says: “The Retail Trust Index lays bare the extensive use of online trackers in the retail sector. The continued use of such intrusive practices are having a clear and detrimental impact on retail brands' relationship with consumers online.”
“With almost 20% of consumers not trusting any of the UK’s leading retail brands, it’s clear that consumers simply don’t trust retailers. As retail becomes an increasingly digital industry, a new approach is needed to restore trust before it is irrevocably damaged.”
