As a retail concept, personalisation has been around for a long time now. It’s a required staple of any marketing strategy; it would be odd to encounter a major campaign today that eschews it completely.
So, does it still require a special focus or is it just another area of marketing now?
Personalisation is different in that it isn’t necessarily a marketing channel in its own right (such as social or email), but flows through all in principle and, in the best implementations, provides a thread through all of them that goes some way toward enabling retailers to provide genuine omnichannel experiences.
As a result, personalisation needs to be factored in at that overall level, focusing on the individual rather than channel or device.