For many years, retailers viewed personalization as the personal interaction between store employees and customers. Then, more recently, personalization for online retailers was exemplified by interactivity and mass customization.

So, what is the next frontier for personalization?

Consider these observations from Blair Lyon of Monetate:

“Personalization is about the person. Having the largest data set or number of algorithms will neither help you know each person better, nor act in the most relevant, valuable, authentic, or timely ways. The best brands, and most forward-thinking marketers, understand the true meaning of personalization and deliver winning experiences on every page, E-mail, channel, and at during all stages of the customer relationship.”

Click the image to read more insights from Lyon.