Why personalisation is difficult but worth doing

Personal service used to mean that the greengrocer knew your name and what fruit and vegetables you liked to buy at their shop. When businesses first became digital, it meant sending emails to people, addressing them by name.
Now that every consumer owns a variety of digital devices, the definition of personalisation has become more complicated – and it is more difficult to achieve. It means reaching the right people, in the right place, at the right time, according to participants at a r