LONDON—Shoppers in the United Kingdom may be increasingly comfortable with personalization in retail, but they still have reservations, a new study reveals.
Personalization is playing a larger role in ecommerce, mainly due to the growing amount of data available to retailers to use to create more specific experiences tailored to consumers. In the study, Floris Oranje, the managing director of digital marketing at Dept, an independent international agency, takes a look at the effect this growth has had on consumers and how they’ve adjusted to it so far.
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