We have found that personalisation is only successful when it takes place empathetically. Trying to personalise shops and websites often feels like surveillance and pressure. Professional and personal advice happens in bricks-and-mortar retail through "reading" body language and is thus individual and trust-building.
This raises the question of how digital personalisation can be reconciled with such analogue empathy?
Katja Moritz and Jannik Schwarz from brytes gave an exciting talk on this topic at our customer day.
Here are the key takeaways: