Should marketers personalize products using consumers’ DNA? by Tom Ryan in Retailwire with discussion.
According to a study from the University of South Carolina, marketers will soon be able to derive “hyper-personalized” shopper recommendations from internal biomarkers such as saliva, breath and blood samples.
According to the research, companies are already working to customize product lines such as home-delivered meals and skin care based on analysis of a customer’s DNA sample submitted through an at-home blood test. Additionally, nutrition companies are partnering with firms that produce wearable technologies such as fitness trackers and skin-serve sensory patches to notify users of bodily needs that can be satisfied through the consumption of specific products. RFID tags and quantum ID tags are also expected to support such customization. .... "
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