2008 10th IEEE Conference on E-Commerce Technology and the Fifth IEEE Conference on Enterprise Computing, E-Commerce and E-Services On Providing One-to-One Marketing with Customers' Privacy in Stationary Retail July 21-July 24 ISBN: 978-0-7695-3340-7
Electronic commerce has provided retailers with effective instruments to deploy one-to-one marketing over the internet. While the increasing use of sensors, RFID tags and other technologies enables the deployment of one-to-one marketing also in stationary retail stores, ini-tial experiments in realizing personalization in this setting have shown that customers' acceptance is low, as services require personal data to be collected, thereby raising imminent privacy concerns.In this paper, we argue that one-to-one marketing in stationary retail and privacy do not constitute a dichotomy, but can be brought together by focusing on individualized services solely built upon context information and techniques to allow customers to control the collection and usage of such context information.
Index Terms:
one-to-one marketing, privacy, individualization
Citation:
Jens Strüker, Rafael Accorsi, Günter Müller, "On Providing One-to-One Marketing with Customers' Privacy in Stationary Retail," cecandeee, pp.44-49, 2008 10th IEEE Conference on E-Commerce Technology and the Fifth IEEE Conference on Enterprise Computing, E-Commerce and E-Services, 2008 Usage of this product signifies your acceptance of the Terms of Use. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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