Subject areaProcess and organisation
Also known aspersonalization
Personalisation is the adaptation of messages, offers and the shopping experience to each customer, based on data about who they are and what they have done.
Its opposite is the one-size-fits-all approach, the same message for everyone.
It differs from segmentation, which divides the audience into groups and speaks to each group: personalisation goes down to the individual customer, and when artificial intelligence delivers it in real time the term is hyper-personalisation. It rests on profiling (collecting data to describe a person), so in the European Union it must comply with the General Data Protection Regulation: customers must be informed and able to control their preferences.
An example
Customers expect fluid, immediate interactions and treat a high degree of personalisation as the standard. A seller who studies an account's behaviour before the meeting can therefore build the proposal around that company's needs, instead of presenting the same catalogue to everyone.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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