Balancing privacy and personalization in e-commerce marketing

Balancing personalized experiences and consumer privacy has become incredibly complex.. As a result, retailers are constantly looking for ways to engage, retarget, and personalize consumer experiences while complying with the ever-growing list of privacy laws.
One study showed that consumers were more open to explore beyond their usual products during the pandemic, with up to 75% trying new categories and 40% switching to new brands.