Fiducia TogetherPersonalisation
Tailoring what a customer sees to what you know about them.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
Personalisation adapts content, offers or recommendations based on behaviour or stored data.
Why it matters
Done well it increases relevance and conversion. Done badly it is unsettling, and the line between the two is mostly about whether the customer would be surprised to learn what you know.
What it looks like in practice
Start with the obvious and useful: their name, their order history, their location for delivery. Sophistication adds little for most small businesses.
What to watch out for
Profiling and automated decision-making have specific rules under UK GDPR, including transparency and, in some cases, a right not to be subject to a decision made solely automatically.
Where to get proper advice
The ICO's guidance on profiling and automated decision-making.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.