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...