Summer reading: "Decoding the personalization paradox"

The USA's National Retail Federation and GfK (Growth from Knowledge) a digital research agency, have produced and published a white paper, entitled "Decoding the Personalization Paradox." The paper is to help retailers and brands apply "personalization at scale." and allows its users to learn more about consumers' needs, desires and concerns about targeting and personalization and how marketers can use this information to guide smarter decision-making as they ramp up one-to-one marketing.The report can be downloaded HERE from the NRF's website.

Among others, the report has found that:

• 90 percent of Americans report at least one major source of stress in their lives — suggesting a need for time-saving, personalized solutions;
• 50 percent of U.S. consumers report the brands they buy are an expression of themselves;
• 63 percent of Millennials like when a website keeps track of their activities and makes recommendations to them;
• 58 percent of all consumers are increasingly skeptical about trusting technology.