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RESEARCH, ANALYSIS & TRENDS

Creepy or Cool: How consumers

perceive in-store personalization

RichRelevance, the global leader in omnichannel per- Key Findings
sonalization, just released a new study titled “Creepy or
Cool” that reveals consumer attitudes towards digital According to Forrester, nearly 7 in 10 shoppers now
enhancements to the in-store shopping experience. use a mobile device while in the store, and retailers are
investing heavily in new technologies to make the in-
The study finds that shoppers think it is cool to get digi- store shopping experience better than ever. This sur-
tal help finding relevant products and information, as vey of 1,016 consumers has been conducted in April
well as navigating the store. However, they are creeped 2015 and located nine digital store capabilities along a
out by digital capabilities that identify, track and use lo- continuum of cool and creepy.
cation and demographics, such as targeted advertise-
ments for consumers based on facial recognition. In Summary:
addition, the dressing room is the one area where per-
sonalized product information and recommendations • 76% say it is cool, if you can scan a product on your
are not welcome. mobile device to see product reviews and recommen-
dations for other items you might like.
“Shoppers want digital personalization when they are
ready to engage,” said Diane Kegley, CMO of RichRele- • 69% say it is cool, if an interactive map on your mo-
vance. “They may not be ready for personalized mes- bile phone shows exactly where items are located and
sages the moment they walk in the door, or even when charts your most efficient path through the store.
they hit the dressing room, but our survey suggests they
welcome relevant information and promotions when • 44% say it is cool, if your location in the store trig-
they are making a purchase decision.” gers personalized product recommendations, promo-
tions and coupons to pop up on your mobile device as
The study also breaks down attitudes by age group. you are shopping.
Millennials, for instance, are kind of aligned with their
older counterparts when it comes to in-store personali- • 42% say it is creepy, if the products in the store don’t
zation, although they are more comfortable with edgy have price tags; instead digital screens display prices
capabilities such as facial recognition. One area of sig- that are tailored just to you.
nificant difference, however, is dynamic pricing in the
aisles, which means the practice of offering different • 55% say it is creepy, if digital screens in each dress-
prices for the same product . Millennial shoppers were ing room provide products recommended just for you,
the only age group to rate this feature more cool than based on your current items and past purchases.
creepy.
8 Asian eMarketing May 2015 - Personalization in Marketing
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