Brands and advertisers are actively working to make the consumer experience more personal. However, according to a new report from InMoment, the customer experience intelligence company, personalisation can quickly turn ‘creepy’. A survey of 2,000 consumers and 1,000 brands highlights that 75% of consumers find most forms of personalisation at least somewhat ‘unpleasant’ or ‘uneasy’.
Meanwhile, 40% of brands said they were aware of being creepy in dealing with consumers’ personal information. That includes tracking the items they purchase or following their store visits after a website search.
Consumers are well tuned toward brand and advertising information, and know when a brand is asking for too much personal information. Although 49% of consumers would not take any action when being creeped out, 22% would leave the company or brand they were shopping with. Meanwhile, 21% said they would tell their friends about a creepy brand and 9% would leave negative reviews on social media.
Among the things that creep people out are adverts that make consumers feel like they are being watched following an internet product search, handing out phone numbers of addresses, being emailed about a product left in a cart, being prompted to install brand apps.
The report concludes that customers value personalization if it offers them exclusivity to products or special deals; however, not so much, when it just speeds up the interaction or transaction.
The crossover between physical and digital realms is still not something consumers are used to and thus consider creepy. It is important that advertisers bear in mind that perceptions of creepiness may have an effect on their business.
April 9, 2018