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"Personalisation is now a standard requirement as part of any overall business and marketing strategy in online retail"

- Andy Mulcahy, Strategy and Insight Director, IMRG -

 

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Why should you bother with personalisation?

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.

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