Technology has ushered in an era of highly discerning customers with extremely exacting standards. It has made it possible for marketers to woo their target markets with innovative curations and increasingly personalised offerings. While placing a food order via an app, users get recommendations based on past behaviour and choices; when browsing through Facebook, the ads that they see are fine-tuned to appeal to their specific interests. Thanks to such minute customisations in every sphere, the customer’s expectations of personalisation have evolved tremendously. As a result, they look for similar experiences across all transactions, including retail.