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Personalization has been a topic of conversation among executives, marketers and leading brands for over a decade. In a 2014 study conducted by Adobe, when asked to prioritize one capability that will be most important to marketing in the future, personalization topped marketers’ lists. Two years later, Forbes dubbed personalization the “holy-grail of marketing.” Again in 2017, personalization kept up its illustrious reputation as Gartner’s “#1 strategic investment for brands” (2017). We keep hearing about the importance of personalization but why don’t we see it more widespread—particularly in one of the most personal industries: Retail? Why don’t we experience it more as consumers? And why do we struggle to enable it as marketers?