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"At the umbrella level, personalization is about guiding the consumer to the best products and services for them in the easiest way. It's the notion of 'guided serendipity.'"

Speaking at Shop.org Summit 2014 in Seattle last week, David Dorf of Oracle Retail talked about what the Internet of Things means for retailers. "With an increasing number of connected devices, and the development of more and more smart objects on top of all the electronics we currently use in-store and in-office, the potential is extraordinary."

Speaking at Shop.org Summit 2014 in Seattle last week, David Dorf of Oracle Retail talked about what the Internet of Things means for retailers. "With an increasing number of connected devices, and the development of more and more smart objects on top of all the electronics we currently use in-store and in-office, the potential is extraordinary."

Central to making each customer experience better, said Moure, is the company's recent migration to a new e-commerce platform from Oracle Commerce. The Oracle platform provides PureFormulas' marketing team with industry-leading tools to personalize the customer experience through a series of levels, from the awareness of getting a customer on to its site to adding returning customers to its loyalty program, and each step is based on insights gleaned from customer data.