Personalization: What Separates Cool From Creepy?
When it comes to personalizing the in-store shopping experience, what separates cool from creepy? A survey by RichRelevance of 1,000 US consumers found that many of the burgeoning trends in personalizing the omni-channel shopping experience don’t resonate with all shoppers.
On a scale of “cool” to “creepy” we found that consumers welcome retailers’ help in discovering relevant products, finding coupons and navigating the store, but draw the line at tools that identify, target and track them using demographics or facial recognition.
And the dressing room is definitely off limits. It’s the one area where personalized product information and dynamic recommendations were squarely in the creepy zone.