Personalized Shopping Experiences: How Retailers Can Be Helpful, Not Creepy

A survey of 1,000 U.S.-based adult consumers reveals that while most (64%) don't read privacy policies, they generally find personalized experiences helpful in online shopping. In the past year, 60% have bought an item they specifically searched for on a retailer’s website and 37% have purchased items recommended based on their browsing history. However, some consumers find these recommendations creepy. While 21% always accept cookies without understanding what it means, 53% feel annoyed when asked for cookie consent due to pop-ups or concerns about data usage. Despite this, 60% of shoppers would use a "thumbs up/thumbs down" feature on a retailer’s website to aid in future recommendations. Generational differences exist, with Baby Boomers being the most hesitant to trust retailers with their private information and less likely to make purchases based on social media ads or trends. Overall, 59% of consumers think that retailers can do more to create personalized experiences for shoppers.