From Market Segmentation to Customer Segmentation: Opportunities for Competitive Advantage and Growth, Part 2

Multichannel marketing. Multichannel marketing improves customer acquisition, sales and profitability. The keys to doing this well include messaging and timing synergy, leveraging channels for different communications objectives, and tailoring product and pricing across channels.

From my experience, I've found that products, messaging, packaging and pricing should all be tailored to individual customers since you're reaching different markets with different preferences and price sensitivities.