Interesting article about stores who want to do what I'll call the CHEERS move = I enter, they know immediately that I'm there, they know what I like, they make me offers designed to appeal to me. Everybody knows my name.
Healey Cypher, the head of retail innovation at eBay, tells a story
about a bookseller who was convinced that online commerce would kill his
business: ‘‘I said to him: ‘How do you know when someone’s in your
store? You don’t, unless they bought something, and then only after the
purchase. What if you had a platform for the first time ever that said,
‘‘This person is in your store, they like these things, they bought
these things on your web store, and here’s an offer you should give them
based on their purchases’’?
I find it seductive, but also scary. I do want them to recognize me, but I don't want them coming up to me and saying here's a book that 83% of the people who bought that last one you bought, the one you got at the airport book kiosk in Bozeman, say they liked, too. You should buy it. I want anonmymity until it helps ME.