PERSONALISATION IS BECOMING A BASELINE EXPECTATION. 

Today’s shoppers want brands to know them, anticipate their needs, and make every interaction feel relevant. But here’s the catch: they don’t want to feel watched. The line between helpful and “creepy” is razor-thin, and crossing it can cost you trust, loyalty, and revenue.

So how do retailers deliver hyper-relevant experiences without triggering privacy alarms? The answer lies in ethical data use, transparency, and unified commerce.

Why Personalisation Matters More Than Ever

Consumers have grown accustomed to tailored experiences thanks to digital leaders. McKinsey research shows that 71% of consumers expect companies to deliver personalised interactions – and 76% get frustrated when this doesn’t happen. Brands that excel at personalisation generate 40% more revenue from those activities than their peers. In fact, McKinsey estimates that shifting to top-quartile performance in personalisation could unlock over $1 trillion in value across US industries. [McKinsey & Co]

The business case is clear: personalisation drives loyalty, conversion, and growth. But the execution? That’s where things get tricky.

The Privacy Paradox 

Consumers want relevance, but they also want control. Deloitte’s Future of Cyber survey found that customers resent giving up personal information when they don’t clearly see a benefit. They view data sharing as an investment – and expect a return in the form of convenience, value, and security. Simply harvesting data “just in case” is not only wasteful, it’s a recipe for mistrust. [Deloitte]

Forrester echoes this tension: 33% of US consumers say they never want personalised interactions from companies, and many are increasingly privacy-aware. What they do want is contextually appropriate, valuable experiences – not relentless targeting that feels invasive. [Forrester]

Three Principles for Ethical, Effective Personalisation

So, how do retailers strike the right balance? Here are three pragmatic steps: 

1. Be Transparent and Earn Trust

Explain why you’re collecting data and how it benefits the customer. Consent isn’t just a legal checkbox – it’s a trust-building moment. Make privacy policies clear, concise, and human.

2. Use Data with Purpose

Don’t hoard data. Deloitte warns that collecting reams of information without a clear plan is a drag on resources and increases risk. Instead, focus on data that directly improves the experience – like purchase history for relevant recommendations or location for real-time stock visibility. [Deloitte]

3. Unify for Relevance, Not Intrusion

Fragmented systems lead to clumsy, repetitive messaging – the kind that feels creepy. Unified commerce platforms consolidate data across channels, enabling retailers to deliver consistent, timely, and genuinely useful interactions. Think “Your size is in stock at your local store” rather than “We saw you looking at shoes at 2 a.m.”

The Payoff

When done right, personalisation isn’t just ethical – it’s profitable. McKinsey reports that companies with strong personalisation capabilities can reduce customer acquisition costs by up to 50%, lift revenues by 5–15%, and increase marketing ROI by 10–30%. That’s a compelling reason to invest in unified data strategies that respect privacy while driving growth. [McKinsey & Co]

What Is Unified Commerce – and Why Does It Matter for Ethical Data Use?

Unified commerce is the next evolution beyond omnichannel. Instead of stitching together separate systems, it connects every channel – online, mobile, in-store – through a single platform. This means retailers can see the entire customer journey in one place, from browsing to buying to returns.

Why does this matter for personalisation?

• Better Data Quality: Unified commerce eliminates silos, giving retailers a single source of truth.

   

• Smarter Use of Data: With clean, consolidated data, retailers can personalise in ways that feel helpful, not invasive – like showing real-time stock availability or tailored promotions based on purchase history.

   

• Ethical Advantage: Transparency and control are easier when data flows through one secure system rather than multiple disconnected ones.

In short, unified commerce isn’t just about operational efficiency – it’s about creating trustworthy, relevant experiences that customers actually want.

Bottom Line

Personalisation is powerful – but only when it feels like a service, not surveillance. By prioritising transparency, purposeful data use, and unified systems, retailers can deliver experiences that delight customers and build trust for the long term.

Ready to make personalisation work without crossing the line? Discover how GLORY’s unified commerce solutions help retailers connect data, channels, and customers – ethically and effectively.