Brands know that gathering data about their customers to target them with the right promotions and merchandise can quickly go from cool to creepy, but they should take a chance despite the risks, experts say.
Leon Nicholas, chief insights officer at Kantar Consulting, said retailers and brands should be prepared for dissatisfaction when trying to bring a high level of service.
“Are there a lot of different pitfalls here? Yes,” he said. “Personalization is algorithmic and computers make mistakes all the time.”
But there are good reasons to take the risk.
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