Personalisation is like loyalty; everybody talks about it, but we all have a completely different take on what it truly means. The traditional model of personalisation is rooted in the corner shop model of the 1950s and 60s, when a customer could wander into her local grocery store and the shopkeeper would know her name, her family, what she last ordered and what her preferred brands were.
So shouldn’t successful personalisation that delivers directly to the bottom line be as simple as replicating that model and personalising a customer’s experience at every touch point?
Pamela Bath, Managing Director of award-winning CRM agency Blueberry Wave, navigates the maze of personalisation and confronts the barriers to achieving it on a consistent basis.
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