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Is “Personalized” Always “Customized?”

Is “Personalized” Always “Customized?”

What do we really mean by “personalization?” In previous blogs I’ve described how consumers in the new digital economy now expect personalized “just for me” experiences and outcomes delivered directly in moments of need. As consumers, when we hear the word personalization, we tend to gravitate to the idea of a finished good that’s customized to our needs and preferences, as PepsiCo is doing with Drinkfinity.

But that may not always be the case. In fact, personalization can be delivered in a variety of ways beyond customized finished goods.

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