The more you know about your customer, the better you can tailor your product to them and the more likely they are to stay with you.

The potential for tailoring products to our moods must be irresistible.

Instead, big businesses are using online technology to tailor their products to the needs of individual consumers.

But it also reflects the reality that in rapidly deteriorating conditions businesses need to be very sensitive to the changing needs of customers and tailor products and pricing accordingly.

We must also understand the cultural sensibilities that differ around the world in order to tailor products relevant to diverse markets and realise true consumer delight.