When Macy’s Inc. wanted to improve sales from its catalog, the company turned to dunnhumby, an analytics firm specializing in giving customers personalized shopping experiences.
Katherine Black, senior vice president of client leadership, worked with Macy’s to create customized versions of its catalog. For customers who bought shoes, the catalog contained more shoes. For customers who bought linens and towels, the catalog contained more linens and towels.
It ultimately....