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How personalising your retail offer can backfire

For most major retail brands, the allure of using customer data to craft personalised customer experiences is nigh on irresistible. It allows us to fulfil our big marketing promises of 1:1 communication and proper customer-centricity. Today, with the prevalence of big data solutions and machine learning algorithms, the potential for personalised retail has never been greater – we can pinpoint patterns and predictive trends in customer preferences that used to be all-but-invisible. The big ques