Retailers’ creepy efforts to be BFFs with customers can reap big rewards

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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