New Study Reveals How Consumers React to ‘The Store of the Future’

A new study finds that shoppers think it is cool to get digital help finding relevant products and information – and navigating the store. But they are creeped out by digital capabilities that identify, track and use location and demographics, such as targeted advertisements for consumers based on facial recognition. In addition, the dressing room is the one area where personalized product information and recommendations are not welcome.

“Shoppers want digital personalization when they are ready to engage,” said Diane Kegley, CMO of RichRelevance, which conducted the study. “They may not be ready for personalized messages the moment they walk in the door or even when they hit the dressing room, but our survey suggests they welcome relevant information and promotions when they are making a purchase decision.”