Cross-Channel Marketing: Respect the Shopper!

5. Personalize every shopper's experience.
Retailers should strive to find tools and services that permit mass customization while facilitating connections with each shopper on the most personal level possible. At brick-and-mortar stores, for example, associates are your 
"personalization engine," helping shoppers find appropriate products. Ratings, recommendations and reviews serve a similar purpose online. E-commerce software providers are increasingly building in multichannel capabilities that enable retailers to customize offers via call centers, websites and mobile apps, depending on consumer preferences.