Up to 56% of shoppers want personalized offers, but many more (86%) want to exercise the control to opt out whenever they please — either because the offers are irrelevant or they are sent too often, according to a survey from Oracle. Merchants today must pursue two sometimes contradictory goals when approaching personalization: remain on target while not being too intrusive into shoppers’ lives. Whether they presently have a personalization strategy in place or not, retailers must take a hard look at the platforms they are using and assess whether…