Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Is There a Danger for Retail Brands of Getting Over-Personal?

Blog
3rd January 2017

retail_experience_400

I was pleased to see that Deloitte listed personalisation as one of their top six trends for retail brands in 2016. Their report states:

“People-centric retail models are emerging, specifically online-based services that are designed carefully around a particular individual. This idea of building an experience around a shopper’s tastes is moving into the store environment.”

This is an interesting point, because they are indicating that personalisation with online retail is far ahead of the in-store experience. Some shoppers have expressed their preference for online shopping specifically because it feels like the retailer knows the customer better. But this is changing with efforts to boost the in-store experience, especially where retailers use apps that can improve the in-store journey – such as avoiding queues of people waiting to pay.

But some marketing experts are warning about the possibility that some brands might over-personalise their offering and go too far in efforts to create deals that are just relevant to each individual shopper. This feature in MarTech Today magazine warns that there are several areas where brands might go too far:

Creating a highly personalised retail offering requires that customers give up information about their likes, dislikes, and shopping preferences. Data analytics can then spot trends and suggest ideas for products the customer might like; but when things go wrong, customers can ask difficult questions about how much data they are offering.

A famous story repeated in the MarTech Today article features a father shopping with his teenage daughter in Target in the USA. Target offers them several discounts for baby and infant-related products. The father asks why, only to find out that Target knew his daughter was pregnant before he did.

When mistakes like this happen, a brand can cross the line. That tale presents Target as logically offering discounts that might have been appreciated, but it also demonstrates that the analytic system can see more of our behaviour than our own family sometimes. Will some customers want to stop sharing their shopping habits? And would this even be possible in the shopping environment we have created?

What do you think about the need for customers to be comfortable about sharing their data? Leave a comment below or get in touch on LinkedIn and let me know.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Reflections on partnership models

I’m really looking forward to participating in the CCA Keynote Debate later today. I’ll be joining peers from across the industry to debate the importance of partnerships in business process outsourcing (BPO) – specifically focused on Customer Experience. As I’ve been preparing for the debate, I’ve been reflecting on the views of various management gurus that I’ve come across during...

News
Webhelp’s market expansion strategies in the contact centre outsourcing market earn it accolades from Frost & Sullivan

Webhelp's keen focus on agile customer experience (CX) solutions has helped it grow across Europe in an intensely competitive market Based on Webhelp’s successful growth strategy across Europe, Frost & Sullivan has recognised the company with the 2018 European Market Leadership Award in...

News
Gobeyond merges with OEE consulting creating a customer experience leader

Webhelp, Europe’s BPO industry leader, accelerates differentiation with new consulting investment KKR backed Webhelp today announces the acquisition of OEE Consulting and its merger with gobeyond to create an industry leading customer experience (CX) transformation services business with...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook