AdWeek has a story about how consumers increasingly are willing to exchange data and even access to their lives - and homes - to companies that they perceive are offering tangible value in exchange. In-home delivery of the sort now being tested by both Amazon and Walmart - with technology able to let delivery personnel into people’s homes to drop off orders, as opposed to leaving items outside - is seen as living right at the intersection of trust and relevance.

“While many consumers are still uncomfortable with in-home deliveries in particular,” the story says, “this will likely change as long-term relationships with platforms like Amazon, Google and even Walmart evolve and the collective definition of privacy shifts along with what experiences consumers deem valuable.”

It won’t be an easy sell. The story says that “a November 2017 survey from online community Toluna found almost a quarter of respondents would take advantage of in-home delivery if available. Participants could give multiple reasons for rejecting the service, and 48 percent cited security and 36 percent said safety as reasons to not use Amazon or Walmart in-home delivery.”

But the argument is that as retailers focus on developing a trusting relationship with their shoppers, it is conceivable that these numbers will shift in favor of in-home deliveries.

KC's View: The argument here for a long time has been that consumers, especially younger consumers, are willing to trade personal information for relevant products and services. Make my life better, and I’ll meet you half way by sharing with you the tools that you need to accomplish that goal. If you don’t, then you better not bother me.

And if you abuse my trust - taking the information but not providing the promised value - then count on the relationship ending.

Because trust, like the soul, never returns once it goes.