Personalisation is a great way to create amazing customer experience. Most companies realise that they can implement personalisation to increase customer engagement, but they don’t go further than addressing their customers by their names in emails. However, research conducted by Pure360 revealed that only 8% of customers are likely to engage with emails that address them by name. Basic personalisation is not an effective strategy to increase customer engagement. Research by Infosys supports this, as they found that 31% of surveyed consumer say they wish their shopping experience was far more personalised than it already is. A Deloitte study found that customers don’t only want personalised communication, but product and services that are tailored to them.