Internet Retailing – What do UK shoppers really think about personalisation technologies?

Two stories that illustrate UK consumers’ very different reactions to personalisation emerged this week. On the one hand, a (social) media storm erupted when it was reported that Tesco plans to use face-scanning screens in its garages to show relevant adverts to those waiting to pay, based on their age and gender.

On the other hand, a survey of online shoppers by the IDC and RichRelevance found that many value personalisation technologies. The study found that 53% of the UK consumers it quizzed said personalised product recommendations were clearly relevant to them, and 26% said personalisation made them more likely to return to shop at the same retailer. Timing, it seems, is also important, with 45% of UK consumers using recommendations because they are presented at the right time in the decision-making process. There’s more detail from the study here.

It seems to me that both of these two stories have something to tell us about personalisation and its impact on UK consumers.

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