Multichannel Marketing: Three Personalization Tips for a Better Customer Experience

3. Don’t personalize too much. “Too much personalization can backfire,” Blum cautioned. He displayed the example of Amazon.com doing just that. “If you buy a book on horses for your niece’s birthday,” he said, “the next time you go back to Amazon, all the latest and best-selling horse books are featured on the home page. That’s not necessarily great personalization, and it hasn’t worked for us.”