How Companies Can Balance Personalization And Privacy

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In today’s digital world, how do we balance personalization and consumer privacy? How can retailers personalize consumer experiences while also complying with all privacy laws? Those are some of the questions Saritha Ivaturi, VP of Data and Platform Engineering of Guitar Center answered.

“Digitization is a must, but that doesn’t mean tracking your consumers and their personal information,” says Ivaturi.

According to a study by Deloitte, 33% of American consumers say if they don’t get an experience that appeals to them, they will go to the next best solution. One solution that she mentions beauty brands like Ultra and Sephora are executing really well, is to offer quizzes to their first-time visitors in order to better understand their wants and needs.

 

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