"Ibis Lilley, marketing manager at Emailvision, details ways in which luxury brands can put personal touches on online experiences.
“The future of the web is about personalisation… about ‘me’. It’s about weaving the web together in a way that is smart and personalised for the user.” Tapan Bhat, Yahoo VP
“Personalisation” is clearly one of the buzz words of the moment but in an online retail context, what does it mean? Well it certainly is not just about addressing a client by name in an email marketing campaign. Surely that is the very minimum that we can expect of a luxury brand…
Another common misconception is that personalisation is solely about using crowed-based behaviour such as “people who bought product X also bought product Y” to make product recommendations to online shoppers."