As a CMO, my job requires me to stay curious, constantly exploring what brands are doing to connect with their customers. Lucky for me, I love shopping—online, in-store, you name it. From entertainment to retail to food, I subscribe to every newsletter imaginable. Shopping isn’t just a habit for me; it’s part of my professional DNA.

Being deeply entrenched in the customer relationship management (CRM) world, I’ve always been fascinated by the idea of personalized, 1-to-1 marketing. It’s something we’ve been preaching for over 20 years, but rarely have I experienced it in action. That changed last week.