Magazine Article | June 18, 2015

Personalization, Mobilization, And The Fight To Not Be Creepy

Source: Innovative Retail Technologies

July 2015 Integrated Solutions For Retailers

By Liz Miller, SVP marketing, CMO Council

I know you really like chocolate. Heck, you ate $10 dollars worth last Saturday. So because I value you and put you first above all others, I went ahead and filled a basket with nothing but chocolate. Don’t worry; I have coupons, and I’ll use the credit card you used last Thursday. I’ll meet you by your car, unless you want me to just meet you at your house.

To the normal person, this sounds like the terrifying rant of a stalker. To marketers, it sounds like an omni-channel engagement strategy. As technology enables brands to know more and connect more often with their customers, marketers are debating where the line between being relevant and valuable ends and where creepy and intrusive begins. This has never been truer as marketers grapple with developing a comprehensive mobile engagement strategy.