Electronic commerce has provided retailers with effective instruments to deploy one-to-one marketing over the internet. While the increasing use of sensors, RFID tags and other technologies enables the deployment of one-to-one marketing also in stationary retail stores, initial experiments in realizing personalization in this setting have shown that customers' acceptance is low, as services require personal data to be collected, thereby raising imminent privacy concerns. In this paper, we argue that one-to-one marketing in stationary retail and privacy do not constitute a dichotomy, but can be brought together by focusing on individualized services solely built upon context information and techniques to allow customers to control the collection and usage of such context information.
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