Retail Customer Experience – Creepy or Cool: Study reveals how consumers react to digital personalization
RichRelevance’s recent study, “Creepy or Cool”, revealed consumer attitudes towards digital enhancements to the store shopping experience. The study found that shoppers think it is cool to get digital help finding relevant products and information – and navigating the store, but they are creeped out by digital capabilities that identify, track and use location and demographics, such as targeted advertisements for consumers based on facial recognition, according to a release.
“Shoppers want digital personalization when they are ready to engage,” Diane Kegley, CMO of RichRelevance, said in a statement. “They may not be ready for personalized messages the moment they walk in the door or even when they hit the dressing room, but our survey suggests they welcome relevant information and promotions when they are making a purchase decision.”