By Professor Paul Hopkinson, associate head of Edinburgh Business School at Heriot-Watt University Dubai and academic lead for Heriot-Watt Online
Personalisation is not a new phenomenon in marketing. It existed before the internet. In 1892, Sears, an American chain of department stores, was amongst the first companies to embrace the concept through direct marketing. Their direct mail campaign, targeted at 8,000 customers, produced an impressive 40 per cent conversion rate, resulting in 2,000 new orders. Advances in technology have fuelled an exponential growth in opportunities to personalise marketing messages, customise
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