S/M/58. The role of the Internet and related technologies in providing customisation / personalisation for consumers

This essay looks at the role of the Internet in providing customisation and personalisation for consumers. It looks at the importance of customisation and personalisation and attempts to discuss how customisation / personalisation have been enabled by the Internet. It also discusses how both features can benefit consumers and organisations and whether these benefits also have drawbacks. The essay also critically analyses and evaluates the factors a business to consumer business should consider in implementing customisation/personalisation. More and more companies are using personalisation features and customisation features over the last several years and therefore this paper aims to illustrate how these methods are changing and becoming important for organisations.