In the race to meet rising customer expectations and drive incremental revenue, personalisation has become a strategic priority for retailers. But the bar has moved again. Leading brands are moving beyond audience segmentation and instead embracing true 1:1 personalisation: tailoring every digital touchpoint to the individual, in real time.
This shift has been driven by several converging trends: the sunsetting of third-party cookies, the rise of first-party and zero-party data strategies, and rapid advances in AI-powered experience engines. Consumers now expect retail experiences that are not only seamless, but relevant, intuitive, and contextual, no matter where or how they interact.
At the core of this transformation is real-time personalisation powered by machine learning. By analysing live behavioural data, such as browsing patterns, click paths, basket activity, and historical purchases, retailers can instantly adapt product recommendations, banners, search results, and content to reflect each shopper’s unique intent.
Meanwhile, zero-party data (information customers willingly provide, such as style preferences or dietary needs) is being used to tailor experiences from the first click. For example, beauty retailers are using online quizzes to power personalised product journeys, while fashion brands are offering fit guidance and lookbooks based on size, gender identity, and lifestyle data.
Headless commerce and modular CMS architectures are also making it easier to deliver personalisation across the full funnel, from homepage banners and category pages to checkout screens and loyalty messaging. For mobile-first shoppers, personalised push notifications and in-app experiences are becoming essential.
But achieving scalable 1:1 personalisation requires more than just tools: it requires a data-driven mindset and cross-functional alignment. Leading e-commerce teams are centralising customer data in Customer Data Platforms (CDPs), integrating personalisation engines with CRM and email platforms, and using A/B and multivariate testing to continuously refine and optimise experiences.
Brands such as ASOS, Boots, and Made.com have reported strong ROI from personalised content and recommendations—driving higher conversion rates, larger basket sizes, and longer customer lifetime value.
Of course, personalisation must be implemented responsibly. With increased consumer awareness and regulatory scrutiny, transparency and consent are non-negotiable. The best-performing brands are using clear opt-ins, preference centres, and privacy-first messaging to build trust while delivering value.
As we move deeper into a cookie-less, AI-enabled retail landscape, 1:1 personalisation is an imperative. For e-commerce leaders, the brands that succeed will be those that treat personalisation not as a tactic, but as a customer-centric strategy woven into every layer of the digital experience.
Are you searching for Personalisation solutions for your organisation? The eCommerce Forum can help!
Photo by Damian Zaleski on Unsplash
