Personalized Web Merchandising

The key, according to Kevin Faulkner of RightPoint Software, which creates targeting tools for the Web and call centers, is making relevant offers that will be perceived as services. Identifying them means thinking about customers and businesses in a different way.

“First start with the problem you’re trying to solve,” advises Katros. “For example, maybe a gift catalog isn’t truly in the gift-giving business. It’s in the time-saving business. Gifts can be the first step, just as Amazon started with books and moved on to videos, toys and electronics. There is no reason why a company is only in the gift business and not the time-saving business, which instantly gives them directions in which to grow.”