No longer is the customer simply part of a segment that shops online vs. in-store or fits neatly into gender, economic, or traditional clusters. Today's consumers are individuals and expect to be treated as such-with a different experience tailored to their express desires and their subtle cues. At this juncture, retailers need to look at the best practice of personalization and uplevel to the next practice of individualization. Further, they need to then be able to execute against intricate journeys with elegance and grace.