“You’re the one I’m talking to. You’re the one I’m targeting”.
That’s the hidden meaning of web personalized strategy. It’s obvious that successful strategy lays on a rationalized and industrialized one-to-one market. Offering the product which answers the real needs of the consumer by using the data you collected about him. Then, he will think that “you’re the one for him”: right product, right time, right place. If your target feels privileged, listened and spoiled, your image and notoriety will increase.
There are many examples on the Web such as NikeID, a website created in order to develop this strategy of "mass-unification". The web user is able to customize trainers and order those he has just designed. The passive consumer turns to be the own designer of its trainers. It also gives the feeling that he is going throw an exciting experience thanks to Nike. Moreover, using the flash technology conveys dynamic and innovative characteristics to the NIKE brand.
Inès and Barbara are debating about the one-to-one strategy developed on the Net.
