Retail Execs Deem “Personalization” Creepy, Embrace “Relevancy”

But as the targeting gets more specific, industry giants are shunning the term “personalization” as invasive and robotic. Instead, it’s about “relevancy,” according to executives at some of the world’s biggest retailers.

“We shy away from the word ‘personalization’ and focus more on relevancy, because personal can be, again, getting back to that creepy factor,” Mike Robinson, the executive vice president of digital technology, customer experience, and site merchandising at, said in an interview with BuzzFeed News last week.

Source: Retail Execs Deem “Personalization” Creepy, Embrace “Relevancy” – BuzzFeed News