Personalization has become a game-changer in retail, and brands strive to give their customers customized experiences. Customers today have come to expect brands to know their names, shopping history, and in some cases, their saved credit card details too! A McKinsey report says that 71% of consumers expect companies to personalize their interactions, and 76% of customers get frustrated when it doesn’t happen.
Data, analytics, and AI form the backbone that powers personalization in retail (think Amazon’s recommendation engine powered by ML algorithms and Sephora’s AI-powered chatbots for personalized product recommendations, among others). Though critical, there is a fine line between thoughtful personalization and intrusive behavior, and retailers need to be mindful of that.
The “Creep” Factor
Poor personalization can be a costly affair. A Gartner survey shows that brands risk losing 38 percent of customers because of over-personalization.
But how much personalization is too much?
While personalization can be a great way to find that perfect pair of running shoes or receive deals on your favorite coffee, sometimes it can cross a line and move into creepy territory. Target’s personalization effort became controversial when it used purchase data to predict a teenager’s pregnancy, inadvertently revealing it to her family. Netflix faced backlash for a tweet that highlighted its detailed user tracking, making users feel uneasy about the extent of data collected and used.
To avoid being “creepy”, companies should strive for transparency in how they use data and empower users to control their information.
Hitting the personalization “sweet spot” for retailers
While customers appreciate when brands understand their preferences and needs, they don’t want you to get too intrusive or overly personal in the process. Achieving the right personalization balance is key to building trust and long-term customer loyalty. Here are essential strategies to hit the personalization “sweet spot”.
1. Explicit Consent for Data Use
According to a Pew Research survey, 67% of Americans say they understand little to nothing about what companies are doing with their personal data. Most believe they have little to no control over what companies or the government do with their data. Explicit consent by retailers to access user data is critical to maintaining consumer trust and avoiding the perception of “creepy” personalization. When users knowingly and willingly provide their data, they are more likely to feel comfortable and valued, leading to a positive customer experience. For example, tech giant Apple introduced the App Tracking Transparency (ATT) privacy framework for all its devices following the release of iOS 14. This framework aimed to restrict the amount of user data that app developers can share with other companies. While users had the option to opt out of personalized advertising, the majority (around 70%) chose not to exercise this option.
Transparent data practices ensure that users understand how their information will be used, which enhances their sense of control and security. This approach not only aligns with legal requirements, such as GDPR and CCPA but also builds long-term customer loyalty by respecting privacy. Without explicit consent, personalization efforts can backfire, leading to mistrust and potential loss of business.
Opt-in and opt-out mechanisms are essential for preventing creepy marketing in retail by giving customers control over their data. With opt-in, customers explicitly agree to share their information, ensuring they are aware and comfortable with the data use. Opt-out allows customers to withdraw consent, stopping further data collection and use.
2. Data-driven Checkpoints
When companies rely on automated systems for personalization, they can often cross the boundary, leading to marketing efforts that can feel invasive or unsettling. With so many sophisticated analytics tools and nuanced algorithms at our disposal, retailers are utilizing them and setting up robust governance frameworks to set clear rules for how different types of data are used. These checkpoints involve creating algorithms and guidelines that ensure data is used appropriately and does not cross into intimate or overly personal territories.
3. Data Minimization Practices
Data minimization helps prevent creepy retail marketing by limiting customer data collection and use to what is strictly necessary for providing services. This practice reduces the risk of overstepping privacy boundaries and ensures a more respectful and ethical use of consumer information. By focusing on essential data, retailers can enhance customer trust, comply with privacy regulations, and avoid intrusive practices that might deter customers from engaging with the brand.
Tech mammoth Amazon employs data minimization for Alexa by collecting only necessary data for functionality and improvement. Key strategies include processing more data locally on devices, anonymizing data, and utilizing synthetic data for training models. Techniques such as federated learning and self-learning reduce reliance on actual customer data. Data minimization creates a transparent relationship between retailers and their customers, highlighting a commitment to privacy and ethical standards. This approach can lead to long-term customer loyalty and a stronger, more reputable brand image.
4. Regular privacy assessments
Regular privacy assessments involve routinely evaluating data collection practices, ensuring compliance with privacy laws, and verifying that only necessary data is collected and used ethically. They help identify and mitigate potential privacy risks and build customer trust by demonstrating a commitment to protecting their personal information. This proactive approach ensures marketing practices remain respectful and aligned with consumer expectations.
Understand the Difference Between Personal and Intimate
Personal and intimate may seem like similar concepts, but what separates them is the degree of closeness and trust. Retail companies have to develop capabilities to distinguish between personal and intimate data to avoid intrusive marketing practices and maintain customer trust. When retailers get it just right, customers feel understood and valued. This sweet spot in personalization not only keeps customers coming back but also builds a strong, lasting trust in the brand.
