Personalised offers which annoy no one

In the age of Big Data personalised offers are very important in marketing. At the same time these can violate privacy rights and annoy people in general. A new tool called Rately Merchant Platform, developed by Digital Scientist, can revolutionise making personalised offers: shoppers have to make their profile, from which it can be seen which retailers or products they are interested in, so they only get relevant offers. The system can only be successful if the number of profiles reaches a critical mass – just like it did in Alphraretta (Georgia, USA), where 90 percent of independent retailers joined in just one month.