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

Personalisation is both an ocean of possibilities and a persistent frustration. For most companies, it’s a line item on the budget that’s been there for years and has often produced unclear benefits. And still, the promise of personalisation persists as a lofty pursuit for so many digitally inclined businesses. Our recent findings reflect this gap, showing that consumer expectations are outpacing brands' efforts to be personal. Yet, those same consumers are more likely to shop with a brand that treats them in a personal manner. In fact, nearly all consumers (91 percent) are still more likely to shop with brands that recognise, remember, and provide them with relevant offers and recommendations.