Gamechanger 6: Customer profiling beats privacy concerns
Do you want to be relevant in 2030? That requires action today. In this series, you will discover seven gamechangers that define the success of your webshop. Gamechanger 6 is about customer profiling. Privacy concerns make room for trust and convenience. Brands that handle data in a smart and transparent way build rich profiles and create a personal shopping experience.
Where we are today
Most storefronts collect only basic customer data: name, address, email address, date of birth. Additional preferences, behaviours, or contextual information often stay out of sight. Customers share something only when it feels necessary, for example during checkout.
Where we are heading
Many consumers are willing to share more than just their basic details. Not out of obligation, but because it gives them something in return: convenience, relevance, and a personal shopping experience. Think of valuable preferences such as fit, colour choices, family situation, hobbies, sports behaviour, or even lifestyle and social status.
Brands with a loyal fan base hold a powerful advantage
Brands with a loyal fan base hold a real advantage. When people trust you, they share more easily, as long as you respect that trust with transparency and privacy at the core. Clear boundaries matter, for example by guaranteeing that information has an expiry date and is removed automatically.
What you need to do now
Start collecting profile data at natural moments. With micro interactions, such as brief questions or smart choice teasers, you build enriched profiles without making it feel like a questionnaire. Consider the value of chat and search logs as well. Respect privacy. Give control back to the customer and communicate clearly about how you use their data.