Multichannel Marketing: Three Personalization Tips for a Better Customer Experience

1. Organize customer information to provide better personalization. Eastwood produces multiple catalogs, sends different messages and provides separate offers depending on whether the targeted customer is a consumer, a small business or a large business. “We’ve started working with a data center that helps us do a better job with product affinity from customer to customer,” Stamn said. “For example, our e-mails work best when they’re personalized by product.