Personalization isn't just about delivering an improved customer experience, it's about growing profitability.
Sears Holdings Corp. posted a third-quarter net loss of $421 million, the company reported Nov. 17. Sears brand domestic comparable store sales declined 0.7% and subsidiary Kmart's comparable store sales declined 0.9%.
Office Depot's sales for the third quarter of 2011 decreased 2% to $2.8 billion compared with the third quarter of 2010, the company reported on Oct. 25.
Engagement has been a primary goal of every marketing campaign, long before the Internet turned commerce upside down or the CMO title was invented. Since the beginning of the digital marketing age, it has been the Holy Grail of brand managers.
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