Personalisation is one of the current buzz words in retail. This is a subject about which much more is said than done. And what is done, is virtually all around technology. Now there is no question whatsoever that tech has transformed our ability to do all sorts of things so much better, often on the back of enhanced information. But it does have its limits.
Being able to reach people with a communication of some kind presupposes the recipient want to receive it. In theory each of us will soon be bombarded with hundreds of communications every hour. This is fast evolving into a major zero sum game. Technology is often merely the messenger. While it is true that it can be a powerful enabler, it only gets you in front of the customer. Only the message can be truly personal, and if the message is not relevant, it will erode the brand relationship, not enhance it.