Finding the line between digital creepy and cool
A survey from RichRelevance found that digital enhancements that help shoppers find relevant products and information as well as navigate the store are generally considered "cool." Digital capabilities that identify, track and use location and demographics still land on the "creepy" side.
Ranking various digital services from "cool" to "creepy," the survey of 1,016 consumers conducted in April found:
- Product scan displaying relevant product reviews and recommendations on mobile device: 76 percent cool;
- Interactive map showing item locations and efficient store path: 69 percent cool;
- Personalized product recommendations, promotions and coupons that pop up on your mobile device based on your location in a store: 44 percent cool;
- Digital screens displaying dynamic prices tailored just to you: 42 percent creepy;
- Digital screens in dressing rooms that display recommended products based on your current items and past purchases: 55 percent creepy;
- Facial recognition identifying your age and gender to display targeted advertisements on digital screens: 73 percent creepy;
- A salesperson greeting you by name when your mobile device triggers your entrance in-store: 74 percent creepy.
- Facial recognition technology identifying you as a high-value shopper to a sales associate: 75 percent creepy.
A survey that came out earlier this year from Accenture in the same vein found shoppers conflicted on how personalized they want their shopping experience to be. The survey of 1,000 consumers conducted last October found that nearly 60 percent of consumers want real-time promotions and offers, yet only 20 percent want retailers to know their current location and only 14 percent want to share their browsing history.
The Accenture survey also found that while consumers liked some personalization tactics, areas deemed "too personal" included:
- Retailers giving them feedback from their friends online;
- Retailers suggesting they not buy items online outside their budget at big ticket destinations such as home improvement and electronics stores;
- Store associates providing in-store recommendations based upon their family health issues.
- Creepy or Cool: New RichRelevance Study Reveals How Consumers React to ‘The Store of the Future’ – RichRelevance
- In-Store Personalization: Creepy or Cool? – RichRelevance
- Shoppers Conflicted on How Personal to Get – Accenture
- U.S. Consumers Want More Personalized Retail Experience and Control Over Personal Information, Accenture Survey Shows – Accenture
In your opinion, when do communications or actions based on shopping history, demographics or location cross the line from cool to creepy? Do you see any ways stores can turn creepy features today into cool ones tomorrow? Should they even bother trying?