Personalisation ≠ unique
Previously we discussed personalising product assortments in response to Susan Aldrich’s post on the difficulties of generating personalised content.
One further comment I would make regarding this particular issue is that providing a personalised experience does not necessitate the provision of unique experiences.
What matters is that the evaluation of each customer is unique, not the subsequent experience that they receive. I personally don’t care whether I am served the same content as others, so long as the content is pertinent to me. This being the case, retailers don’t need to generate infinite content, just enough to cater towards the differentiating characteristics that define their main customer groups. Which might be much less than Susan was perhaps suggesting.
Personalise your evaluation methods, not your content!