Personalisation in marketing: an exploratory study

Internet has highly transformed contemporary business practices and presented a new paradigm for business relationships and transactions. Mass market is dead and personalisation is the emerging trend, in fact it has become a necessity in e-commerce. Personalisation simply means individualising the shopping experiences for customers based on data collected about them by marketers. Over last few decades, personalisation has become key element in marketing strategy of e-commerce firms. While personalisation is a buzz word today but conceptually it still lacks clarity. Various academicians and practitioners have expressed different viewpoints on personalisation. In this paper, we try to synthesise various viewpoints on personalisation by analysing key themes, components and approaches in literature to describe the concept of personalisation. The paper also highlights customers' attitudes towards personalisation.