One-to-one marketing (Peppers & Rogers 1997) attempts to overcome the impersonal nature of marketing by using technology to assist businesses in treating each consumer individually. Part of one-to-one marketing is the capture and use of consumer preferences (e.g., learning that a particular customer always wants gifts shipped overnight or that a particular customer collects an entire line of porcelain dolls). Other parts involve changing business practices to use the consumer knowledge gathered by the business.