“Cool” features lead shoppers to relevant products, while “creepy” ones identify, track, and target consumers.
It’s no secret that today’s consumers are viewing mobile devices while shopping in-store. But, as enticing as personalization is, marketers and retailers need to understand that there’s a fine line between creepy and cool.
As more bricks-and-mortar retailers employ mobile and tablet devices to augment consumers’ in-store experiences and drive point-of-sale purchases, they must also be aware of features which customers find helpful, such as product reviews, and those that individuals find abrasive, such as digital display prices, according to a new report from RichRelevance.
E-commerce recommendations firm RichRelevance released a new study called “Creepy or Cool”, which highlights consumer attitudes towards digital enhancements to the store shopping experience, such as facial recognition technology.
The study finds that shoppers generally think it is cool to get digital help finding relevant products and information, as well as navigating the store.
When it comes to shopping consumers want all the conveniences of technology – the ability to check store availability or grab a coupon – as long as stores don’t add on tracking features. According to new data out from RichRelevance consumers find some technology to be ‘creepy’ – and that includes stores tracking them.
Survey of over 1,000 US consumers finds that “cool” features help shoppers discover relevant products, information and get through the store; “creepy” ones identify, target and track
Source: RichRelevance
Notes: Almost three-quarters of consumers feel OK with scanning a product on their mobile device to see product reviews and recommendations, but their attitudes swing decidedly to the “creepy” side of things when it comes to personalization tactics that use facial recognition technology, according to a RichRelevance survey. Indeed, it seems that tactics that identify shoppers by name or other personally identifiable information are generally considered “creepy.”
RichRelevance is the global leader in omnichannel personalisation.Graeme Collins_700 Ranked number one for personalisation in both the US and EMEA, RichRelevance is used by more than 200 multinational companies to create a data-centric, single view of the shopper, delivering the most relevant experiences across web, mobile and in store.
Graeme Collins, head of marketing EMEA at RichRelevance, offers his predictions on what retailers can expect to see in customer experience management in 2015.
With Gartner data revealing that customer experience was the top area of marketing technology investment in 2014, it is no surprise that many brands are clamoring to jump on the personalization bandwagon.
Novice mistakes, however, are easy to make when implementing new strategies and/or technologies. Read below to discover three of the most common personalization mistakes that companies make (so you can avoid making them too):
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