As the early stages of the internet eventually came around, personalization was still not much of a concern and most marketing teams would cater to each customer the same way. ![]() This level of personalization became scarce after the Industrial Revolution when mass production largely replaced handmade items. Especially in smaller towns and villages, early retailers were likely to recognize their customer and be able to create just what the customer needed. The cobbler could look at his customer card to see what size the man wears, how much he usually spends, how much time he spends on his feet – and then make a new pair of shoes based on his previous customer data. ![]() Personalization has been around since the first shop owners.įor example, in the 1800s a man might walk into a cobbler and ask for a pair of shoes. While personalization may be thoroughly modern and you might think it’s driven solely by technology, that’s far from true.
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