Recently I spoke at IRCE about personalization. The conference organizers asked me to address “advanced applications of personalization technology and its results, keying in on the more advanced applications of personalization technology most consumers won’t immediately recognize as “personalized,” but that drive positive outcomes.” Their request was understandable. We are learning more and more about how giants like Netflix and Amazon are creating unique experiences for each visitor through a combination of deep machine learning, AI, algorithms, segmentation and good old browsing/purchase history. Marketers are eager to learn how their experiences can have the latest and greatest technology and create experiences on the fly. It all sounds so magical - and easy. But once again, the glitter of technology distracts us from how to best build relationships with our customers. The best personalized experience, if not identifiable as such by the customer, will convert at best. But, it won’t delve into deeper learnings through conversation, it won’t enable feedback, and it won’t get “credit” for aiming to better serve the customer. In short, “invisible” personalization misses a chance to build relationships. It misses a chance to make customers feel special.
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.
more at source: https://www.chainstoreage.com/technology/survey-personalization-works-until-it-gets-creepy/