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IKEA and Work & Co are collaborating on the creation of new, contextual digital tools to raise the bar on data transparency and give customers control over how data is collected, stored and used.

As the Wall Street Journal reported, the new products mean that “people decide whether the company can use information such as their IKEA browsing history, previous purchases and product preferences to inform product recommendations in its app, for example, and eventually on its website.”

Said IKEA Barbara Martin Coppola: “As part of our vision to create a better everyday life for the many people, IKEA has set an enormous ambition to change how we view, collect, and manage data. The first steps of this vision will come to life in our app this April, when we introduce tools to provide customers with understanding, control and ability to make decisions about their data. This people-centric experience has been developed in collaboration with our digital partner, Work & Co. We invite all companies to join us to prove that when we respect people’s data, it’s not only good business—it’s simply the right thing to do.”

IKEA first unveiled its commitments at Davos. They are:

You will have control over your data

There will be a choice about how, when, and where your information is used. Setting your preferences will be as simple as choosing the color of your sofa.

You will understand how your data is used

Everything will be clear and straightforward. No jargon. You will find explanations in context, so you always see the impact of what you choose to share.

You will benefit from sharing your data

The more you choose to share, the more tailored your experience becomes. You’ll save time, be delighted by new discoveries, and get inspired to live a more sustainable life.

The moves come as research shows that protecting personal data is a top factor in consumers determining their allegiance to a brand—40% higher than having a purpose beyond making money.

“Designers always talk about the importance of user-centric approaches, but when it comes to data and privacy, UI patterns aren't evolving fast enough,” said Dever Thomas, Associate Design Partner at Work & Co. “Customers have gotten accustomed to the overused paradigm of cookie messages—coupled with lengthy privacy policies—and together we saw an opportunity to break that. IKEA is going beyond compliance to give users contextual tools to actually understand how data is collected and impacts their shopping experience. If we can get people to engage a little bit, learn, and take control of their data, we’ve won.”

For more information check out IKEA's video introducing their customer data promise and read more in the WSJ, Ad Exchanger, Morning Brew, and Retail Wire.