Personalization is the new trend in retail, with companies having invested heavily in customer loyalty schemes and targeted sales offers. For some years now, retailers have been moving away from customer loyalty schemes to gathering data and creating personalized messages based on customers behaviors and advanced algorithms. However, this does not guarantee the tailor-made experience that consumers are looking for from personalization. As an example, consumers are unlikely to be impressed when flooded with ads for a product similar to their recent online searches. Hence, Content must be designed and worded in a way that will appeal to each individual consumer. Furthermore, it must then be delivered consistently across devices. The way consumers engage with retailers changes on an almost constant basis. Consumers’ moods, interactions, decisions, and spending habits are shifting in reaction to the external factors in the world around them.
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