The Power of Personalisation Most retailers would say that if they could deliver a more personalised service sales would grow. Unfortunately this is easier to say than to do. There are three key reasons for this :   Most retailers, other than at an aggregated level, don’t know who their customers are, their relative importance, the degree to which they are committed to the retailer’s products or services and the extent to which they are favourably or unfavourably disposed towards the brand Even if retailers do know this, changing something in order to improve things, is difficult because employees tend to be organised around stores, channels or products and services rather than customers Even if the retailer has the necessary insight and organisation skills, it typically lacks the required technology or fails to implement it optimally These three constraints can be overcome as follows : 1. Building the necessary customer insight. This requires harvesting