Online store customers have become egocentric. Putting a particular user into a 'box' with other users with similar characteristics does not work. Preparing the same content for entire groups of customers slowly stops working. We have reached the point where we need to understand the individual along with all the unique distinctions he or she has. Not only do we need to understand these characteristics and be able to identify them. Customers expect more than that - they expect to receive something - a service or a product before they even know it is what they are looking for. In order to compete in a market of not yet articulated needs, you need to focus on personalization as soon as possible. Today I'll talk about what forms it can take and how you gain a competitive advantage over brands that don't focus on personalization.