What marketers think is cool customers may see as creepy. It’s important to know how different forms of personalization will be received before rolling them out. Here are some examples:
Cool: Shoppers like mobile apps with interactive maps that efficiently guide them to products in the store.
Creepy: Shoppers are put off when salespeople greet them by name.
Customers will let companies use their data if they get something of real value in return, such as substantial discounts or offers that are appealing to them.
Mobile apps are a great way to invite customers to share more data in a more intimate relationship that they control. By entering the data they choose into the app, customers won’t be annoyed by personalization that’s built around it.
A dense data use policy written in legalese does little to earn customers’ trust. Instead, companies should think about the information the customer is giving them, how it’s being used, and what the result will be and describe it as simply as possible.