3. Literature Review
In today’s world, Almost, all the business that we come around are customer-oriented businesses and they are mostly driven by the customers. All businesses are trying to find new ways to promote and trying to gain as much market share in this competitive world. To gain customer attention businesses are implementing latest technologies and making customer purchasing simpler and more convenient. In that process the businesses try to collect the data of their customers to know their customer chain better and gain more business. Sometimes data collection becomes so personal that make customer insecure about their privacy. Tailored Client Solutions (TCS) is about knowing your customer better and collect data of clients to do business with them. (Cooper, Watson, Wixom, ; Goodhue, 2000) Customer relationship Management is the main tool that businesses use to gain access to client data. The globalisation of large retail stores has put increased focus on sales promotion for attracting and retaining customers. (Payton, Zahay, ; Debra, 2003) The ‘Warehouse Group’ is a group of retail stores that contains The Warehouse, Noel Lemming, Warehouse Stationary and Torpedo7. The Warehouse has been founded by Mr Robert Stephen Tindal in 1982. (Bloomberg, 2018) The Warehouse has been one of the dominating retail industries in 2000 and warehouse market share was near about 41 percent in 2000. (Bowden, 2003) In figure 1, market share of The Warehouse was near about 41 percent and it was given tough competition by farmers which is 26 percent. K mart is an Australian company, which has strong foothold in the Australian retail sector. As we can see that Warehouse Group has outperformed K Mart in market share and other important aspects like operating margin, same store growth and Return on Assets (ROA). (Bowden, 2003)

In recent years, Warehouse Group financial performance has declined because of the competition from other retail stores in New Zealand like Farmers, Walmart. Retail Industry has become so much competitive that retail industries do not want to lose customers and want to know their needs so that they can serve them effectively. Recent reports of 2018 suggest that only Noel Lemming was one that outperformed in the group and rest of the brands did not show any considerable increase in their margins. (Noel Lemming, 2017) Marketing sector has become so intense that it is difficult for a new retail business to survive in that environment. The research conducted in the paper “Why does not marketing use the corporate data warehouse and the role of trust and quality and trust in adoption of data warehousing technology for CRM applications” has took one health organization into its account and did not provided any quantitative analysis to support their argument and that research study may or may not be applied to USA health sector. I am going to conduct the research on the New Zealand retail sector, taking into consideration the customer reviews about their data being gathered for business purposes, what is their reaction towards it and Is that a destructive or constructive step for businesses. This Research says that trust is an underlying factor for data gathering with data quality on the top for marketing strategy. The sample taken that is focus groups is small to get on a confirmed opinion. Since the ‘The Warehouse Group’ is a retail sector so ‘customer opinion’ matters the most in this case. This research is mostly based on in depth interviews and instead its customer chain decides whether collecting data and their preferences can affect their trust positively or negatively I will analyse whether ‘The Warehouse Group’ should apply these latest technologies to its business and gather information about customers to gain market share in New Zealand. What’s the customer perspective towards implementation of these technologies and gathering data and try to know their customer chain better and Sales Force Automation will dilute customer thinking. The factor that can make an organisation to implement new technology to its business is push and pull factor. This include increased pressure from the stakeholders and economic benefits that can be achieved with that technology implementation. The Quality of information is the most important method that predicts the success of the business model (Payton, Zahay, & Debra, 2003) Privacy concern increases because consumers usually forget what information they have provided to the business. Internet self-efficacy is defined as a belief in one’s ability to achieve certain tasks on the internet. Internet involvement is defined to what extent the internet is used as your personality equivalent. (Akther, 2014) Privacy is the most important issue almost every online shopper worried about and his transaction details should not be kept in the company system without his/her consent. (Akther, 2014) In recent Cambridge Analytica scandal in which Facebook was involved is selling data of millions of American users has also add to the worries of consumers. The firm takes personality quizzes and tries to compare your personality with others. Cambridge Analytica was able to gain real names and profiles these people with the help of Facebook. In this scandal they came to know the preferences of consumers like their voting habits, their contacts, personality, future needs and other databases. (Funk, 2016) The targeting and customization of digital marketing is often against the customer privacy. (Lwin, Wirtz, ; Stanland, 2015) The Warehouse Group is considered as one of the reputable company that has bagged the social media marketing award in 2017 and that signifies that customer chain of “The Warehouse Group” trust them with their data and reputation and communication quality are considered one of the main drivers of trust and privacy concern. Consumer willingness to share the information is more for their personal lifestyle rather than sharing their financial transaction information and repeatedly asking personal information can create a doubt in consumer mind. Defensive behaviour of customers is considered as a threat to customer privacy. (Lwin, Wirtz, ; Stanland, 2015) In the research paper “The Privacy Dyad” the sample take in the research was only undergraduate students and there isn’t any other age group involved to confirm the regulatory focus theory or target-based marketing. (RFT) Clearly today businesses want to reduce the customer privacy concerns and want to maximize the communication quality. The ‘Privacy Dyad’ research did not take any sample company or an industry in which this can be implemented upon because digital marketing strategy is different for every business and it does not provide the collective or generic reaction of population towards privacy concerns of consumers.