The implementation of personalization guarantees positive results in any marketing strategy. However, its use needs a qualitative analysis of data and the behaviour of consumers who visit your website.
Each client is different. And each client is expecting a unique and personal experience. When a brand can identify its users, by behaviour and purchasing preferences, the relationship with them can improve notably, driving good results for brand awareness, engagement and sales.
For example, a brand can have a group of similar users in terms of demographics (age, gender), and location. However, this group could have users who only buy during sales or users looking for specific products. They are alike but not the same, and their interests and interaction with the brand are different. It is here when personalisation platforms and a proper customer segmentation come to play.