RetailWeek – What do I need to consider when using customers’ data?
April 5 2013
What do I need to consider when using customers’ data?
It is important to remember that while privacy laws may change, the privacy debate is not new.
Darren Vengroff, chief scientist at data analytics company RichRelevance, says those retailers with the best customer service have always known the most about their shoppers – not just about their tastes, but about their lives.
“They use that information to offer the most personal service possible,” he says. He adds more retailers now have the opportunity to do that. “A hundred years ago, very few people could afford this level of service but today, because much of the process can be automated at modest cost, more retailers than ever can benefit from personalisation.”