personalisation

Personalization is a concept for the individualization of products and services. Internet technologies make it possible to address customers in a personalized way - based on their known customer profiles - and to create an offer according to their individual wishes.

Forms of personalization include, for example, a web portal created according to the customer's wishes with individual online news settings and the configuration of social networks.

In the area of personalization of products, mass customization is worth mentioning. Here, the customer has the opportunity to vary certain features of a product, such as the design, according to his own wishes. One example of the use of mass customization is NikeID, which allows customers to personalize sports shoes according to their design preferences.