My Macy's Makes Splash in Personalizing the Customer Experience

3. Magic selling. Two years ago, Macy's trained 140,000 selling associates — the largest training program in company history — to get everyone on the same page in regards to customer engagement.

"Listen to the data, listen to the customer and they will tell you what they want," advised dunnhumby CEO Stuart Aitken. "It's the key to getting under the skin and into the minds of customers to understand what makes them tick."