Personalization is the new black. The marketing and selling story of today involves knowing and seeing your customer the moment they arrive on your physical or virtual doorstep, and being able to provide differentiated service based on their preferences, history and loyalty. Knowing who they are, listening to what they have to say, and speaking to them via those they trust, not a brand mouthpiece.
The burbs
This isn’t a new idea. Looking back before World War II, most business....