Let’s Get Personal
Personalization is as old as marketing itself. The simple definition hasn’t changed: Give each customer what he wants, how he wants it, when he wants it. This has been true since the days when customers returned regularly to their favorite shop because the clerk knew their name and was familiar with their individual shopping preferences.
New technologies, platforms, and devices keep reinventing this venerable approach, expanding its reach and effectiveness. To wring the maximum value out of personalization, you have to constantly reevaluate what you are doing, and keep your eyes open for new opportunities. And to rise to the top of the many competing digital experiences, an online visit must be customized for consumers and intelligently recognize their current needs and context. Only then will consumers feel comfortable making a transaction—and be likely to return to that same comfortable and familiar digital environment again.