This article is part of a series of articles on personalisation. Read more.

In the battle for to attract and retain customers, personalisation has been reborn as a successful business strategy.

It has always been so. Our neighbourhood retailer knew us, our neighbours and every one of our family members by name. They knew if someone was ill, or had done well in school examinations – and offered a treat or a suggestion for a home remedy. Twice a year – once before our biggest festival, another time before the beginning of the school year, we visited the same tailor. He took measurements, remarked on weight gained or lost, and asked us to return in a week’s time for a trial.

Then, the marketplace got transformed. Along with it, our shopping behaviour and how we learned about new brands changed – we saw them on TV and the mobile, we liked the choices offered at the supermarket and the shopping mall. We got short of time, and demanded the convenience of off-the-shelf, sacrificing personal touch. It would only be a matter of time that things would come a full circle, and we would crave that personal attention, that recognition of us as individuals.