SXSW Interactive 2015
Personalization for the People
When companies overstep their boundaries with tactics that invade privacy, the results have been potentially disastrous — government investigations, consumer group complaints, and *gasp!* user abandonment. So how can marketers reach consumers in a targeted manner without compromising trust? By putting the consumer back in control. When done right, privacy is maintained, and the consumer gets exactly what he or she wants, at the right time, in the right location and on the device of choice. At the center of the privacy debate is the mobile device, the crux of the modern consumer’s life.
Meet the high ROI, targeted, digital promotion that is driving shoppers in-store, building the retailer’s brand and increasing sales. Relevant mobile marketing is moving beyond the geofence of your local mall and is coming to an airport, university or event center near you. Learn how localization capabilities are being combined with user-controlled personalization within the retail sector.
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- How can technology be the solution to the relationship between getting a consumer what they want and helping retailers and brands find the right consumer?
- How important is it that a company be a steward of consumer’s personal information? Is there a line that companies shouldn’t cross when it comes to using big data to serve consumers relevant information? Can privacy and personalization co-exist?
- How can retailers design experiences that customers want to opt into? What are common pitfalls to avoid?
- How important is it that the consumer is an active participant in helping companies create a more personalized experience for them?
- What is new, custom first and third party research teaching us about consumers’ evolving shopping preferences?
Michelle Skupin, Sr PR Manager, RetailMeNot, Inc.