Customization
This is the process of creating unique marketing documents, not for individuals, but for different retail outlets, branches or other locations. Take the circular for a grocery store chain. Instead of running a single circular for the entire region, the chain might want to create a circular for each store with discounts “personalized” to the store based on its inventory. Instead of printing a run of 100,000, the chain might print 20 runs of 5,000 based on the store’s individual needs.