Personalization and customization are making a comeback. While building an experience (or product, or service) around a customer’s specific needs and preferences are not net new concepts, they seem novel to us now. Why? Businesses’ focus on increasing revenue and making sales has caused them to lose sight of the importance of creating personalized shopper experiences.

Though big companies define so much of the customer experience, personalization has always been an element of business—especially small....

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