Personalisation in e-commerce often misses the mark because it relies on static segments rather than live intent. I see too many brands pushing generic discounts to loyal customers who would actually prefer a seamless re-order flow or early access to new arrivals. True personalisation isn't just about using a customer's name in an email; it is about surfacing the specific product they need, at the moment they need it, based on their actual purchase history. When your website anticipates a customer's intent instead of guessing it, conversion rates shift from incremental to exponential. Are you currently tracking customer intent or just their demographics?
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