Can Online Shoppers Ever Get Both Personalization and Privacy?

“Anonymous personalization,” or the ability to offer online shoppers personalized promotions while letting them remain anonymous to the seller, is the Holy Grail of online retailers, according to Paula Rosenblum, Managing Partner of RSR Research. Retailers like personalization because it can win new customers and make their marketing more cost-effective. Plus many shoppers do not like having to go to multiple locations and would welcome having items of interest to them all in one place online. Apparel shoppers, especially, want to see in one place ensembles that reflect their preferences, size and style. Retailers would love to provide all this, if customers would be willing to share their personal information.

Some customers are willing to share their data: The online clothier Stitch Fix has two million clients who have taken a 15-minute personal profile survey. Other online apparel sellers following the same model are Wantable and Indochino.

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