Consumers still have reservations about retailers using mobile, online and analytics tools to personalise the shopping experience, according to Accenture.
The Accenture Adaptive Retail report and a separate benchmarking study revealed that found that retailers across the globe are taking measures to better understand their customers and provide more personalised shopping experiences. For example, 71% have loyalty programmes, 22% allow shoppers to create profiles of likes and dislikes, 41% enable customers to specify their marketing preferences, 10% try to collect consumers’ names, addresses, e-mail and phone numbers while they’re in the store, and 88% allow shoppers to access Facebook (or local equivalent) via their website.
According to the study, 45% of consumers find it ‘cool’ when retailers can automatically tailor their websites to each individual customer according to a ‘who I am, what I like and what I have previously purchased’ profile. ’ Likewise, 29% of shoppers think that having sales associates who know the items in their online wish list or shopping basket is ‘cool,’ although 41% view it as ‘creepy’.
The report also showed that while more than half of consumers view promotional offers as ‘cool’, 41% think that receiving recommendations based on social media is ‘creepy.’ Similarly, only three quarters of shoppers believe that a retailer’s ability to automatically adjust the price of items for loyalty points and other discounts is a ‘cool’ offering and 6% consider it ‘creepy.’
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