On Providing One-to-One Marketing with Customers´ Privacy in Stationary Retail

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.