The concept of personalised goods and services has been around for a very long time. For most of that time, it was made possible by our propensity to shop locally. However, since the advent of eCommerce, where you never meet your customer and margins can be slim, successful personalisation has been one of the holy grails. But this has become harder since people started to consider the potential ramifications of sharing personal data online.
Nevertheless, people still want to be treated as individuals. Customisation/personalisation was one of Euromonitor’s top 10 trends for 2017 and that desire shows no sign of abating. Buyers know it’s possible for companies to personalise their online experience – they’re just more cautious about the details they let companies have in order to do so.
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