For about 20 years now, technologies and the various realities operating in the market have initiated strategies aimed at caring about their customers, rather than the single sale itself. From a logic where consumers or possible new customers present in the various markets were divided into segments with characteristics similar to each other, today we arrive at a radical change: we think of the individual customer and his personal needs. This is why personalization becomes an experiential factor, rather than an element of plus for a reality.