Create, cheaply and consistently, a customer offering
that is unique; not just one time—but every time. It works by using digital
technology to improve collections of customer data, and using that information
to develop mass customized offerings.
Why is it interesting for companies?
Customers generally feel like one in the middle of million customers in most of the big companies. For example, if you go and buy a DVD at the FNAC, you won’t be considered as a specific customer, and often treat without real attention, whereas if you go to a small bookshop, the seller will pay particular attention to you. This feeling is even more important on the Web because of the billion web users all over the world. It permits to target each customer.
An example of treating each customer as a market segment
of one: www.fnac.com
If you buy something on the Fnac website, you have to entry
personal informations. When you go back on this website, thanks to your cookies
you’ll be recognize and the data base will give you informations about products
that interest you. You’ll be more ready to buy something.
