Can personalization get too personal?

I found this New York Times article on personalization very instructive.  Please note particularly:

“With the help of a Web site testing and optimization company called Monetate, Mr. Siegel experimented with gender personalization on the [Urban Outfitters] site. But it roundly backfired. It turned out that many female Urban Outfitters customers regularly bought men’s items and they took offense at being subjected to gender-based marketing.”

“We saw customer frustration at being targeted outweigh any benefit,” said Mr. Siegel, now the vice president of global e-commerce at Patagonia. “If you got it wrong once, it outweighed getting it right 10 times.”

Is this a case of personalization getting too personal or not personal enough?

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Experience, Customer Insight, Personalization. Bookmark the permalink.

1 Response to Can personalization get too personal?

  1. Pingback: Can retargeting digital advertising backfire? | Unconventional Wisdom on Customer Strategy and Innovation

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