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Providing a personalized shopping experience for customers across all channels is a vital key to survival. Consumers have all the options in the world when it comes to how, when, where and with what device to buy. You have to stand out by showing customers that you know them.

But what, exactly, is personalization?

Broad recommendations and the suggestion that "shoppers who view this, also viewed that" doesn't cut it anymore. Retailers know what they need to do to meet customer expectations, but are being stopped cold by the resource gap — that realization that they simply don’t have a big enough team to target and segment down to an audience of one.

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