The smartphone apps consumers likely use most to help them grocery shop utilize consumer data in a manner contrary to most consumers’ preferences. 

Every time a consumer uses their app, from a grocer retailer, a loyalty program or a third-party such as Flipp, those apps let merchants know more about them. 

Consumers may have a general appreciation that their online choices, the web sites they visit and purchases may leave an online footprint. The Flipp app they use to find the best prices on canned beans, and the PC Optimum points redeemed for groceries may be “free” to the consumer, but they also create valuable data, which can be exchanged for a return. 

The idea that consumers know their data is being collected and sold, but feel powerless to stop it is known as ‘data fatigue’ and a 2023 U.S. study found that nearly 80 per cent of consumers feel they have little control over what marketers can find about them through their habits and behaviour. 

More than 4,500 Canadian consumers expressed diverse concerns over the information that might be collected and shared, when participating in a study of public opinion conducted by Environics Research for Consumers Council of Canada earlier this year. A conflict was identified between how many consumers want their data to be used, and how it is actually used. 

Asked “How acceptable do you find the collection of the following personal information in connection with (app) use?” respondents were very tolerant about information such as shopping location or products purchased when that information was not associated with them personally. More than two-thirds of consumers found this acceptable. However, the collection of personally identifying information was much less acceptable. Use of the consumer’s name (34 per cent) phone number (26 per cent) and address (22 per cent) was considered much less acceptable. 

The Privacy Policy of the Flipp app is written in relatively plain English, not the complicated ‘legalese’ found in many online agreements. It should be fairly clear to those who read about the information Flipp gathers, and what is done with it. 

The policy’s initial consent section notes that consumers who choose not to provide required personal information may not be eligible for the service. Data associated could include shopping lists and receipts. Flipp can collect all kinds of information, geolocation info, other network activity, location, IP address, telephone number, browser and device information, etc. 

“Information may be disclosed to third parties in accordance with our Privacy Policy…. In certain instances and jurisdictions, this disclosure may be deemed to be a sale of your personal information,” reads another section. Information from other sources, (social media, retailers, ‘measurement partners’, food service companies) and personal information (address, email, social media, etc) is also collected. 

If consumers were unclear how that information was shared, the word “sale” is used, but only under the heading “State Privacy Rights,” where U.S. consumers are informed of their legal right to opt out of any sale of personal information, courtesy of a Do Not Sell My Personal information Form. A reminder warns, however that “certain account and personalization functionality may be lost as a result of your request to delete your information or opt-out of sale of your information.” 

App users are also told they can limit some personal information through the Settings page on the apps, including turning off precise geolocation tracking.