It’s a sobering paradox of today’s connected digital world: technology that eases our daily lives also comes with its potential dark side. We gaily click away to buy, browse, carouse, collaborate and entertain. In the process, we give away astonishing amounts of personal information that could easily fall into the wrong hands.
And so it is that here at Lux we often pause and reflect on the ramifications of the fledgling internet of things in which LED light networks are the backbone of an information infrastructure, helping to gather and transmit data on everything from people’s location to traffic and parking conditions to shopping patterns to air quality and temperature.
Customer identity management firm Gigya has found that consumers are increasingly eager to use biometric security to authenticate online logins, amid rising concerns over data privacy. Gigya’s report, called “The 2015 State of Consumer Privacy & Personalization”, stated that 32% of UK and 41% of US consumers say that they would be comfortable logging in to a site or mobile app using their thumbprint or a face/eye scan.
For marketers, it’s important to push the boundaries. And there’s arguably no better place than retail in which to do so, right now.
Despite global retail spending topping $22 trillion in 2014, footfall numbers for local shopping centres were still in decline, as of March this year.
READING: UK consumers are happy with many aspects of personalisation but draw the line at the use of facial recognition technology when entering stores a new survey has found.
RichRelevance, an omnichannel personalisation company, polled 1,049 consumers in the UK on their attitudes to in-store personalisation, and found that while they regarded some connections as “cool”, others were decidedly “creepy”.
UK consumers welcome most in-store personalisation and offers but reject facial recognition technology, according to a new survey of 1,000 people.
The Creepy or Cool? Survey has been carried out by personalisation specialist RichRelevance. It finds that 72 per cent of UK consumers find personalisation of product recommendations based on purchasing habits to be cool. Shoppers also welcome location-based personalisation in-store, with 63 per cent giving that a cool rating.
The study of over 1,000 UK consumers also found that Londoners are most open to digital enhancements to shopping, while Yorkshire folks find it the most “creepy”.
The survey “Creepy or Cool”, released by personalisation specialists RichRelevance, asked UK consumers to rate various new digital enhancements to the shopping experience (such as facial recognition, promotional offers delivered to smartphones, interactive maps using location tracking in store, and even product recommendations inside the changing room) as either “creepy” or “cool”.
68% of UK shoppers would find facial recognition tech that identifies age to display recommendations ‘creepy’, according to RichRelevance.
British shoppers reject facial recognition and personal greetings when entering brick-and-mortar shops, but welcome product personalisation and location-based offers in stores, according to new research.
The study of over 1,000 UK consumers also found that Londoners are most open to digital enhancements to shopping, while Yorkshire folks find it the most “creepy”.