Getting to know you

In the US, personalised communication has a proven track record. Allyson L.

Getting To Know You

Allyson L. StewartAllenInternational Marketing Partners

When paying the bills at home recently, I opened my Nordstrom department store statement to find the opening line at the top of the page: 'We know you like shoes, Allyson. Come see our latest collections in store Manolo, Calvin, Jimmy and Kenneth.' Knowing these are designers and not the names of their current shoe salesmen, I felt rather proud of myself.

But then I experienced different emotions. At first, I felt shocked that they knew me so well, so intimately. Then I was flattered that they'd taken the...

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