Personalization mean customizing your product offerings to meet individual needs of customers. It is a marketing strategy specifically targeting consumers individually. Personalized marketing may also be referred to as one-to-one marketing.
Personalization has the following importance:
1. Increases sales
2. Helps build long term relationships with consumer
3. Enhance customer experience
4. Makes repurchase possible, because the customer is happy and satisfied
To understand how to implement personalization, you can read https://www.feedough.com/the-new-era-of-personalization-personalized-marketing/