Washington DC metro area information architect and occasional blogger, with interests including personalization, the paradox of the active user, social apps/media, mapping and wayfinding, and rich Internet applications.

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Tuesday, July 22, 2008

 

Bordering on creepy


I got this email from World Market that I've been meaning to post for awhile. I'm pretty sure I wasn't signed in when I added the items to my cart, so I'm assuming I was in a remembered state.

I love personalization, but this is crossing the line. It made me feel like one of my fundamental rights as an ecommerce shopper -- to put something in my cart and then leave the site without hassle -- had been violated.

A friend and I were joking that the bricks and mortar equivalent of this would be for the sales associate to chase you out of the store, shouting, "Wait, are you sure you don't want that teapot you were looking at?!?" To me, that's very different than a sales associate or a web site knowing you and saying, "Hey, I know you buy a lot of tea. We just got these really great looking teapots in if you want to take a look."

Beyond the creepiness of it, it's so ambiguous it's not really serving its purpose. What did I put in my cart that's so great I should go complete the checkout process? Not that I'm advocating doing that, but somehow creepy and unhelpful is much worse than just plain creepy to me.

And "Dear Customer"? You know I have stuff left in my cart and you know my email address, but you can't be bothered to call me by my first name? So now on top of everything else, I'm also a little bit insulted.

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posted by Carrie G  # 7:44 PM   0 Comments