Personalization is considered an important competitive advantage in retail. This book demonstrates how retailers can create customer-specific offers using contemporary e-commerce technology to increase sales and customer value. Authors from research, consulting, and practice explain the possibilities and effects of personalization and provide insights into future developments. Case studies from well-known online retailers illustrate best practices. Although there is much discussion about the topic, many questions remain open, ranging from conception to implementation options and legal aspects. This book provides answers.