How can businesses strike a balance between offering personalized rewards to individual customers while still maintaining a sense of fairness and equality across their customer base?

Businesses can strike a balance by segmenting their customer base and tailoring rewards based on each segment's preferences and behaviors. They can also implement a tiered rewards system where customers earn rewards based on their level of engagement or loyalty. Additionally, businesses can offer personalized rewards that are not necessarily monetary, such as exclusive access or experiences. Finally, transparency in how rewards are earned and distributed can help maintain a sense of fairness and equality among customers.