1. A computer-implemented method, comprising: accessing, by a processor, catalog data stored in a catalog database, the catalog data including information regarding each of a plurality of goods or services; receiving, by the processor, a plurality of personalized merchandising schemes, wherein each of the personalized merchandising schemes defines: content for a message, the content of the message referencing information regarding a good or service included in the catalog data; characteristics of an event from an event stream for which the message should be selected, each of the events in the event stream being associated with one or more event characteristics and an individual user; a format for the content of the message; and a channel of communication for the message; receiving, by the processor, an event stream, the event stream including a plurality of events, wherein the events in the event stream are initiated by a plurality of users; determining, by the processor, characteristics of a particular event in the event stream by executing a representational state transfer (“REST”) application programming interface (“API”), the particular event being associated with a particular user of the plurality of users; selecting, by the processor, a personalized merchandising scheme from the plurality of personalized merchandising schemes based on the determined characteristics, wherein the determined characteristics comprise (i) a geo-location and a type of a user device from which the particular event was received and (ii) a communication channel by which the particular event was received from the user device; generating, by the processor, a message using the selected personalized merchandizing scheme, the generated message including the content defined by the selected personalized merchandizing scheme and the format defined by the selected personalized merchandizing scheme for the message; and providing, by the processor, the generated message in the format defined by the selected personalized merchandizing scheme to the particular user using the communication channel defined by the selected personalized merchandizing scheme.