Everyone says they’re doing #personalization.

Everyone says they're doing personalization.

Very few actually are.

In automotive, it's easy to claim an "Amazon like experience." It's a lot harder to deliver one.

Real personalization is more than adding a customer's name to a webpage or email. It's creating an experience that changes based on shopper behavior, interests, and intent.

Dealerships are getting better at spotting the difference between a marketing claim and technology that actually works.