Cast your minds back fifteen years to the start of The Bourne Identity. Matt Damon is floating in a vast and stormy sea, adrift without any recollection of his past. He is plucked out of the waves by crew on a fishing boat, who nurse him back to health and discover vague, coded clues to who he really is. And that kicks off his journey. In many ways, this is how customers used to be, for many brands online and off. Someone would show up in a store, and unless they were regulars, a brand would...