Tesco.com and Sainsburys.co.uk are two online sites that provide a variety of online shopping options, from groceries to insurance services. Because their transactions involve asking clients for personal information, it is important that these stores could convince clients regarding the safety and privacy of the sites.
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customers to continue shopping in any of their stores. Sainsbury's rewards program version is
information will be shared to their partners.
Both stores' message is centred on the use of personal information for the benefits of the
customers, like improving the online stores, the offerings, and other services.
Regarding the sending of promotional materials, Sainsbury's and Tesco state disclaimers differently. While Tesco used a direct approach of telling customer that they can personally choose what marketing materials to receive, Sainsbury's assumed that customers would accept promotional materials unless they'd state otherwise.
In terms of cookie use, Sainsbury's provides a more comprehensive description of its
usage and limitation. For instance, Sainsbury's makes it clear that cookies won't be used to remember passwords and credit card information. Instead the cookie will remember a user number to simplify the log in process. Tesco, on the other hand, talks about simplifying the logging in process but did not specify how it will be done. The same way, Tesco did not relate cookie usage and credit card information storage. Tesco also says that the cookies will be
used as mechanism for online shopping and to monitor site traffic.
Brand image is defined as the totality of how consumers perceive brands. Tesco and Sainsbury's are two companies that work hard to make sure that consumer experience while shopping in their sites will be in accordance to what they want them to see and think, that is they want to reduce the perceived risks involved in online transactions.
When making a purchase or deciding on which service to engage, a consumer not only thinks of the products but the associated feelings and visuals. Online shopping, being conducted through credit cards, must make the clients feel secure about their transactions. Without that sense of security, clients would not trust their personal information.
Through their privacy policies, Tesco and Sainsbury's would be able to assure their clients about the sites' trustworthiness and the safety of sensitive information. People associate brand image with values. If the consumers perceive that the sites put value on security and privacy, then the consumers would feel an affinity with them. Consumers will only conduct
business with people or companies they trust.
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[Accessed 26 November 2007].
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<http://www.sainsburys.co.uk/furniture/privacypolicy/default.htm>[Accessed 26 November 2007].
<http://www.tesco.com/termsandconditions/privacy.htm>[Accessed 26 November 2007].
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