One:One Marketing

Personalized marketing (sometimes called one-to-one marketing) is a specialty at KL&P. Whereas traditional marketing tries to differentiate a product from competing ones, personalization marketing tries to make a unique product offering for each customer.

We see personalized marketing at work everyday in interactive media such as the Internet. A web site like Amazon can track a customer's interests and make suggestions for the future. Some of KL&P’s online company stores have this same feature.

More recently, personalized marketing has also been employed with bricks and mortar retailers. Many retailers attract customers to the physical store by offering discounted items which are automatically selected to appeal to the individual recipient. The interactivity occurs through the offer redemptions recorded by the point of sale (POS) systems, which can then update each model of the individual shopper. Personalization can be more accurate when based solely upon individual purchasing records because of the simplified and repetitive nature of some bricks and mortar retail purchasing. KL&P has many clients that make full use of POS data tracking, from Safeway Fuel locations to Kroger grocery stores.

The concept of one-to-one is anything but new. In fact, it is a return to the shopkeeper in the village, albeit on a grander scale. It’s about managing customers rather than products, differentiating customers not just products, measuring share of customer not share of market, and developing economies of scope rather than economies of scale.

KL&P can help you define a strategy to leverage your brand, your store, your product, your idea so that it reaches out to millions in an individualized way. Targeting that is drilled down to the recipient so that you capture her eyeballs and her imagination... with the correct motivation that gets her to call, to come in, to buy.