“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better”
– Jeff Bezos, CEO, Amazon
In the days of mass-mailings, print drove direct marketing, and personalization was using a prospect’s name or purchase history. Today, the hyper-personalized customer experience is driven by digital fact gathering such as browsing behaviour, in-application behaviour and engagement data to interpret a customer’s intent.
With the face of this $8 billion US$ market changing so dramatically – what opportunities exist for printers? Printers already have the equipment – what is needed is the ability to create software to help customers who are travelling down the hyper-personalization path.
A terrific learning opportunity is being presented by 3 leaders in the “Direct” business as they discuss how hyper-personalization works, what challenges it presents for marketers, and where printers can create a niche helping these marketers – without having to purchase equipment.