Transparency, Control, Accuracy and Trust.
1. Be transparent – announce the personalization.
2. Let customers change seetings/remove personlization. Give them control.
3. Be accurate. Personalization only works if you have lots of data and can derive meaningful information. If you only see a few clicks, you might not be in position to recommend correct offer
4. Trust. Establish the trust with customers that you are not just doing this to boost $ but rather to offer more personalized and right experience. Don’t exploit that trust.
–via Charlie Graham