Personalization: Opportunity + Risk in the Consumer Direct Channel
Personalization: Managing Opportunity and Risk in the Consumer Direct Channel [SR-728]
Today’s shoppers are comfortable in their anonymity. For the most part, consumers view their relationships with companies as impersonal—and see themselves as just part of the crowds of customers that pass anonymously through megastores every day. In
general, as the retail and services industries evolved in the past century from small local stores and branches to large international enterprises, these impersonal relationships have come to dominate.