Encoded: Prioritizing Consumer Consent, Choice + Co-Creation from URL to IRL
Marlyka Williams
Exhibition and Experience Design
About this Item
- Title
- Encoded: Prioritizing Consumer Consent, Choice + Co-Creation from URL to IRL
- Contributor Names
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Williams, Marlyka (Author)
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Fashion Institute of Technology, State University of New York. Exhibition and Experience Design (Degree granting institution)
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Cowan, Brenda (Thesis advisor)
- Date
- 2022
- Degree Information
- M.A. Fashion Institute of Technology, State University of New York 2022.
- Department: Exhibition and Experience Design.
- Source: Masters Abstracts International, Volume: 84-08.
- Advisors: Cowan, Brenda.
- Committee members: Washington, Michele; Lyons, Christina; Carlson, Brooke.
- Abstract
- Society is digitizing at immense speeds and scales. Whether one is prepared for the continuous next normal, amid the age of digitization and the corporatization of the Internet, data has now, in many ways, become the new form of currency. This thesis and exhibition project, therefore, explore the marketing and customer experience sector as it relates to hyper-personalized retail environments. Driven by the demand for privacy, this project's futurist approach forges new consumer-brand relationship tactics through transparent channels of how companies can ethically utilize customer personal data to provide hyper-personalized customer experiences.
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By balancing privacy and personalization through incorporating new privacy policies that leverage zero-party data approaches, and limits old data collection models, brands can remain competitive within the growing retail market while maintaining customer engagement across personalized, omnichannel, in-store, online, and phygital experiences. This exhibition project, hence, highlights futures literacy in consumer culture to bring forth novel approaches to the algorithmic personalization-privacy debate–providing the transparency consumers demand via a co-creation data framework, all while aiding each experiential touchpoint via consent and choice-driven decisioning. By encouraging this form of consumer-brand engagement, the intentional and voluntary data exchange between the two become equitably rewarding.
- From these interactions, ENCODED: The Backend Data Experience illustrates how retailers fueled by Artificial Intelligence (AI) can tap into these methods to facilitate improvements to their overall customer journeys. Brands that integrate these solutions as explored throughout this study can aggregate this theory as a means to enrich the overall customer experience, based on the direct line of communication between the individual consumer and the brand, instead of relying on traditional third-party cookies or mass data mining strategies. Visitors of the experience receive confidence in the subject matter, and are empowered by their newfound awareness to safely navigate through the blurred online-offline sectors of the digital economy.
- Overall, I believe that this research and applied project exemplified success through the careful and strategic combination of its intended sponsor clients and partners. Black Market Flea facilitates the Black small business perspective of the importance and dependence on AI driven personalization models for growth, stability, and consumer-brand relations. EPIC drives the basis of material content research and activism through understanding consumer data rights and how one can protect one’s data privacy both on and offline. And lastly, Mozilla and Firefox highlight the delicate relationship among consumers, companies, technology, and data privacy, these parameters combined, provide for a subtle blend and juxtaposition of elements that offer a lightened tone for delivery, nevertheless honing in to the messaging that supports the development of smart technologies within the retail sector as fueled by consumer led hyper-personalization.
- Upon reflection, to advance this project and continue the research process, additional considerations would be key to exploration in the form of methods in which consumers can be provided more power or direct control over where, what, or how their personal data travels, and to whom, in response to generating the desired personalized results. Placing this power back in consumer’s hands will cement the relationship of ownership, favorable to that of consumers, while still offering retailers the opportunity to leverage personalization for tailored brand experiences. These innovations empower companies to meet consumers’ demand for privacy when delivering personalized experiences that celebrate and enrich the customer experience. As retailers understand a customer’s intent, motivation, and level of engagement, they can be empowered to immediately shape the journey in-real time, both ethically and responsibly, offering the protection customers desire with the personalization they crave.
- Subject
- Design
- African Americans--Study and teaching
- Big data
- Consumer behavior
- Data privacy
- Interactive marketing
- Technology
- Rights
- In Copyright
- The copyright for this work is held by its author/creator(s). Usage of this material beyond what is permitted by copyright law must first be cleared with the rights-holder(s). This work has been made available online by the Fashion Institute of Technology Gladys Marcus Library strictly for research and educational purposes. If you are the copyright holder for this work and have any objections to this work being made available online, please notify us immediately at [email protected].
- This item must not be sold to any third party vendors.
- Identifier
- FIT Repository ID: etd_000908
- pqdiss: 30246314
- ISBN: 9798371972057
- Language
- English
- Publisher
- Ann Arbor : ProQuest Dissertations & Theses,
Citation
Williams, M. (2022). Encoded: Prioritizing Consumer Consent, Choice + Co-Creation from URL to IRL [Master's thesis, Fashion Institute of Technology, State University of New York]. FIT Institutional Repository. https://institutionalrepository.fitnyc.edu/item/28878
Williams, Marlyka. Encoded: Prioritizing Consumer Consent, Choice + Co-Creation from URL to IRL. 2022. Fashion Institute of Technology, State University of New York, Master's thesis. FIT Institutional Repository, https://institutionalrepository.fitnyc.edu/item/28878
Williams, Marlyka. "Encoded: Prioritizing Consumer Consent, Choice + Co-Creation from URL to IRL." Master's thesis, Fashion Institute of Technology, State University of New York, 2022. https://institutionalrepository.fitnyc.edu/item/28878