Personalization is not a new phenomenon in marketing. It existed before the internet. In 1892, Sears, an American chain of department stores, was amongst the first companies to embrace the concept through direct marketing. Their direct mail campaign, targeted at 8,000 customers, produced an impressive 40% conversion rate, resulting in 2,000 new orders. Advances in technology have fueled an exponential growth in opportunities to personalize marketing messages, customize products and services and tailor customer interactions. But this growth brings challenges too. As the scope for personalization expands and choices widen, the process inevitably becomes more complex. Customers are bombarded everywhere by targeted campaigns, which, if not carefully executed, can easily backfire. Personalization is more than targeting customers with products that brands think suit their profile; there are many factors to consider.