Andra gången gillt - Hur tidigare användning av personlig information i marknadsföringen påverkar framtida respons till individanpassade erbjudanden

Sammanfattning: The retail industry is not only about delivering goods to the consumer, it is also about creating value for them. One way is to personalize the offer to every customer, using their personal data in direct marketing to better satisfy the customer need. However, there is a lot more to know about how the retailer should use consumer data, and what types of reactions it potentially could create. Using consumer data does also have some downsides; sometimes the customer feels that the retailer knows more about them than they are comfortable with. Previous research has focused on the effects of using consumer data, and what kind of information that are most private for the customer to share. This thesis examines how a previous use of consumer data affect the response, when an ad that contains an increasing level of personal information is received. Through a quantitative study, consisting of 242 loyalty club members of two retail firms in Sweden, we contribute with knowledge to this subject. The result indicates that using consumer data is more efficient when the customer already has received similar offers in the past, and thus can focus on the value. However, independently of the previous use, using personal data that is altogether too sensitive creates a feeling of intrusiveness. The implications from this study suggests that retailers should analyze their current use; what types of personalized communication customers have received in the past - and what type of date they consider too personal.