Data-based personalisation is one thing, but personal service can make all the difference. A new wave of businesses are emerging, ones which offer personalised advice and support as part of a purchase. Some are fashion-led, offering personal styling services, while others offer advice and support on which technologies to buy and how to make the most of them in your home. The trend reflects the growing importance of putting the customer’s specific needs first, and of investing in staff who really understand their products.