Here’s a link to a great NYTimes article from June 23rd that discusses how retailers are implementing personalization to help increase sales without being creepy. It’s a nice articulation of the dangers of both sides. Over-personalize, and you can lose sales. Under-personalize, and you leave sales on the table.
What I thought was missing from the article was any mention of the benefits of random offers in the midst of hyper-personalization. It’s not enough to share what you reasonably expect people to be interested in. If you don’t toss in some random guesses, you’ll never have the opportunity to discover a previously unknown interest. Or expand your customers’ horizons.
I’m a fan of personalization, I just see it as a double-edged sword. The NYTimes article demonstrated that well.