Personalisation in Indian marketing: How brands can adapt to survive

This essay looks at personalisation in Indian marketing, arguing that brands should follow the example of luxury brands for whom personalisation is a mark of quality, that speaks an agile, local language.

Personalisation in Indian marketing: how brands can adapt to survive

Abhay Gupta and Nitika Kapoor, Luxury Connect Business School

How should marketing adapt to the era of personalisation?

This essay was entered into The Admap Prize 2016. For more information visit the Prize page.

Personalisation is a natural instinct that guides a customer to want to derive maximum value from his/her spend. It also makes a brand strive to provide better service for conversion rate optimization. Something that was restricted strictly to the elite till sometime back, personalised experience is not a luxury anymore, but is the...

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