While consumers want personalized retail experiences, they also want control over personal data.

• Position: MARKETING NEWS

U.S. CONSUMERS WANT A MORE personalized retail experience but are divided on retailers' tactics and the types of personal information they feel comfortable disclosing, according to a new survey from Accenture, New York.

Nearly 60 percent of consumers want real-time promotions and offers, yet only 20 percent want retailers to know their current location and only 14 percent want to share their browsing history, according to the survey.

The Accenture Personalization Survey examined customer expectations around a personalized shopping experience with retailers, including social channels, and explored the issue of digital trust.

The research found that while many consumers are willing to share some personal details with retailers, nearly all (90 percent) of the respondents said if the option was available, they would limit access to certain types of personal data and would stop retailers from selling their information to third parties. In addition, 88 percent would prefer to determine how the data can be used and 84 percent want to review and correct information.

"Personalization is a critical capability for retailers to master, but as our survey shows, addressing the complex requirements of U.S. consumers is challenging...