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