THE ART AND SCIENCE OF
RETAIL PERSONALIZATION

Striking a balance between customizing experiences and preserving privacy is crucial for today's retailers. 

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For over a decade, personalization has been *the* word in retail as the primary way to win shopper loyalty. Advancements in data capture have allowed retailers to collect and leverage more personal information than ever before. However, just because retailers can, it doesn’t necessarily mean the path to purchase should be hyper-personalized. In multiple cases, participants in our Personalization Survey were most likely to say that personalization is and should be, about tailoring the shopping experience to a group of similar individuals versus to the individual. While brands have elevated options for tailoring experiences, consumers’ preferences for personalization have not moved at the same speed. For retailers to best cater to shoppers while respecting their boundaries, striking a balance between customizing experiences and preserving a sense of privacy is crucial.

The CI&T Personalization Survey was conducted with a sample of 542 US consumers, carefully selected to be representative of the demographics of the US population.