How Macy's reinvented its approach to online personalization

This event report outlines how Macy's, the retailer, enhanced its capabilities in order to provide fuller online personalization for consumers.

How Macy's reinvented its approach to online personalization

Sonia Paul

Personalizing digital content to match customer interests might come off as "creepy," acknowledged Shagun Aulakh, Senior Marketing Manager/Experimentation at Macy's. But as the conversation around this subject evolves, she suggested, so too must the approach adopted by retailers.

Macy's is one of the largest retailers in the United States, averaging around $28 billion in annual sales. Approximately 150 years of meeting shopper needs in its bricks-and-mortar department stores, however, does not necessarily give the brand the same clout in the digital economy as the analog world.

And Macy's – just...

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