Survey: Personalization works, until it gets creepy (

Consumers respond to personalized marketing, but retailers must respect certain boundaries.

According to a new survey of 2,590 consumers in the U.S., U.K., France, and Germany from Periscope By McKinsey, “The Art of Personalization – Keeping it Relevant, Timely and Contextual,” 37% of personalized messages received by U.S. consumers had stimulated them to act.

However, respondents were definitely unsettled when they felt their digital or personal privacy is being invaded. Unsolicited communications from companies they don’t know was a top issue for U.S. consumers (41%), followed by the unsettling eeriness of location tracking messages (40%).

Getting a message within seconds of undertaking a purchase or having conducted an online search was identified as the second-most-likely cause for concern by U.S. shoppers (38%). Across nationalities, women were noticeably more likely than men to find receiving location-based messages intrusive and unsettling.

All respondents said they most wanted to receive messages about products relating to their interests. Recommendations related to a previous search also ranked in the top three for shoppers in the U.S. (43%). However, it was updates relating to product availability and/or price that proved particularly popular in all four markets, taking the third spot with 42% in the U.S.
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