My favorite bartenders always remember my name. They know what I like and how to talk to me. I expect that from them and, in return, I frequent the bars where they work. There’s nothing worse than being treated like a total stranger at a bar that I’ve been visiting for years.
E-commerce is no different. Companies have data — knowledge about my preferences from past experience — and they use it to provide me better, more personal service. That is the definition of “contextual relevancy” in the age of automated marketing. [Read More]