The stakes have been raised. When I'm checking out at a retail establishment, I expect them to be able to see my customer history. Unless they have a low-price strategy, I expect them to offer me a one-to-one relationship. 

The Art and Science of Customer Centric Growth: Me-tail, 2011-Aug-5, by Steven P. Dennis

Me-tail can be adding customized products to your assortment or deep personalization of your marketing materials. It can be training your sales people to move away from a one-size fits all mentality.

Me-tailing acknowledges the overwhelming choices (and channels and media and influencers) consumers are confronted with every day and puts the retailer firmly in the role of editor, agent, concierge.