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...