After a recent interview with Shopper Marketer I was struck by a sense of irony. How is it that, after all these centuries of human commerce, we are still discussing the need for personalization? Isn’t the salesperson-customer relationship about personalized engagement?
In an ideal world, yes – retail is about personalized engagement. But a wealth of new communication channels (think email, mobile and social for starters) can be either pathways for heightened dialogue thanks to the business....