Julie Bernard, Group VP, Consumer Centricity, Direct Marketing and Loyalty at Macy's, told MediaPost attendees at the OMMA DDM: Data Driven Marketing conference Wednesday, we have been customizing print, running a large-scale print campaign for 7 million, thousands of unique versions and customized for the customer. She said it's very expensive in print and digital to customize on a personalize level, so expensive that the company abandoned the really custom versions. Macy's went back to traditional methods for another reason, too, believing too relevant pieces becomes boring. Sometimes customers look at the marketing pieces for fashion inspiration. If it's too relevant they don't get it.