You can only personalize a customer experience based on customer preferences if customers opt-in to share their preferences. To make sure they do so, offer a compelling value proposition.
Transactional data is an extremely valuable indicator of historical customer preferences, but it's not enough. Use it, but only in tandem with self-profiled preferences.
Consumers will opt-in and share increasingly detailed personal preference information in exchange for marketer’s promise to deliver personalized and relevant offers, and communications across the multichannel mix.