UK — Seven in ten UK shoppers consider facial recognition technology that identifies age and gender to help display product recommendations ‘creepy’.
Similarly, three quarters (76%) of British consumers felt the same about being greeted by their names when walking into a store because of their mobile phones signalling their entrance according to a study Creepy or Cool by omni-channel personalisation company, RichRelevance.
72 per cent of UK consumers find personalisation of product recommendations based on purchasing habits a “cool” capability when shopping. British shoppers also welcome location-based personalisation in store, with 63 per cent welcoming a mobile, personalised map showing item locations and efficient store paths to help them navigate stores more conveniently. Furthermore, 43 per cent find in-store location deals – where their location is tracked in order to trigger personalised promotions whilst shopping – “cool”.
The latest research by RichRelevance, a global personalisation company, indicates that UK consumers have some contrasting opinions when it comes to personalisation technology.
The “Creepy or Cool” study found that although targeting shoppers with specific recommendations can be helpful, it can also cross a line.
RichRelevance survey of over 1,000 UK consumers reveals Londoners are most open to digital enhancements to shopping experiences while Yorkshire most “creeped out”
London, UK, 13 July 2015— RichRelevance®, the global leader in omnichannel personalisation, today released a new UK study, “Creepy or Cool” that reveals almost three quarters (72 per cent) of UK consumers find personalisation of product recommendations based on purchasing habits a “cool” capability when shopping. British shoppers also welcome location-based personalisation in store, with over 6 in 10 (63 per cent) welcoming a mobile personalised map showing item locations and efficient store paths to help them navigate stores more conveniently. Furthermore, 43 per cent find in-store location deals – where their location is tracked in order to trigger personalised promotions whilst shopping – “cool”.
UK consumers welcome product personalisation in stores but reject facial recognition
RichRelevance survey of over 1,000 UK consumers reveals Londoners are most open to digital enhancements to shopping experiences while Yorkshire most “creeped out”
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.
How can fashion retailers use dynamic data to meet consumer expectations and take advantage of new channels?
It was once believed that people just wouldn’t buy clothes online; that fashion consumers needed to touch and try what they would be wearing – but this is clearly not the case, as online sales grow and brands continue to innovate.
Online fashion sales grew by 185% between 2007 and 2012, and sales are predicted to rise by 41% by 2017.
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.”