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Daily Dashboard | Will Consumers Give It Up for a Personalized In-Store Experience? Related reading: UK Parliament committee to review EU-UK adequacy agreement

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A column for The Huffington Post reports on a recent project at Harvard Business School that looked into consumer privacy perspectives of in-store personalization through technology such as iBeacons. A survey of approximately 200 consumers found differences in consumers’ online and offline privacy preferences. Unlike online interactions, “traditional trust-building mechanisms were not sufficient to mitigate respondents’ concerns in sharing their personally identifiable information,” the project’s author writes, adding, “these results suggest that retailers that require personally identifiable information need to begin by focusing on generating consumers’ trust through first-time purchases or other types of trust-building interactions prior to offering any personalization based on other data sources.” Separately, Wired looks into consumers’ “most critical” data: location.
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