— “The end of shopping’s boundaries: Omnichannel personalization,” February 10, 2020, Gal Gitter, Meg Raymond, Kelsey Robinson, and Jamie Wilkie — “The future of personalization—and how to get ready for it,” June 18, 2019, Julien Boudet, Brian Gregg, Kathryn Rathje, Eli Stein, and Kai Vollhardt — “A technology blueprint for personalization at scale,” May 20, 2019, Sean Flavin and Jason Heller — “What shoppers really want from personalized marketing,” October 23, 2017, Julien Boudet, Brian Gregg, Jane Wong, and Gustavo Schüler — “Marketing’s Holy Grail: Digital personalization at scale,” November 18, 2016, Brian Gregg, Hussein Kalaoui, Joel Maynes, and Gustavo Schüler Designed by McKinsey Global Publishing Copyright © 2023 McKinsey & Company. All rights reserved. fi-fffflffiflffifflffffiflffifflff fi-fffflffiflffiffffffi-ffi-ffiffffiffi fi-fffflffiflffiflfflfl 7 What is personalization?