Personalization in Retail: What Not to Do

But while personalized efforts most often translate as caring in-person, there are many areas where personalization can go wrong when converted digitally.

Caring—not creepy

Despite the ease with which data can be amassed or bought and insights gleaned, make sure to balance the data leveraged with the messages that you’re sending directly to customers. Acquiring data that customers were unaware they were sharing can come off as creepy. You want to make the customer feel an emotional connection, not like they’re under surveillance.

Persistent—not pestering

How often have you have to unsubscribe from an email distribution list for offering a product that you already have? Or noticed an ad that’s targeted you multiple times each day for a week? Or been overwhelmed by mismatched promotions for a multitude of things that you have no interest in buying? Tailor promotions that work for different segments, track interactions, and create an ongoing strategy to reach them without creating a negative image of your brand.

Applicable—not asinine

Are your personalization efforts actually reaching customers with services and products they care about? You wouldn’t send a customer a promotion for something they already have. Or bombard them with products that match one purchase that they made out of 100. Reach out to customers with relevant content that is based on their preferences and interests.

Curious where your business lands in personalization maturity? Check out our white paper, “Digital Remastering: The Personalization Mix.”