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”
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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.”
When ever we cover personalization and new technology at Retail TouchPoints, we always have to discuss the “creep factor.”
You know the “creep factor.” It’s that moment when a brand or retailer goes completely over the line…they stop being helpful and just end up skeeving you out.
The challenges in serving mobile shoppers are almost too numerous to count. But then again, so are the opportunities.
As marketers and mobile innovators ponder how many ways they can create a highly personalized experience for an in-store mobile shopper, those consumers seem to have some unwritten rules of their own about what they will accept.
Nearly three quarters of consumers think technology that uses facial recognition to recommend relevant products is “creepy”, according to a new study.
73 per cent of those surveyed by RichRelevance were creeped out by the technology.
A similar number – 74 per cent – thought it was creepy for a salesperson to greet them by name after receiving a notification from their mobile phone signal upon entering the store.
And 75 per cent felt uncomfortable with technology that uses facial recognition to detect a high-value shopper and inform a sale associate.