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Enthroning the e-shopper
E-commerce suppliers face a difficult challenge. They must cultivate loyal customers, but that is becoming more difficult as the Internet enables consumers to roam freely from retailer to retailer. Now more than ever, the customer is in control, and that change is forcing many e-tailers to turn to customised shopping experiences to build brand loyalty.
The Internet is having a dramatic impact on how individuals shop. "Nowadays, fewer and fewer consumers feel compelled to stay with a particular brand," said Patti Freeman Evans, lead analyst at JupiterResearch. That's because they are now able to find what they desire at a plethora of stores.
Consequently, companies are trying to tighten the bond to their customers via personalised services. Three personalisation techniques have become common: customising what users see on their screens, offering unique amenities for items that they have purchased, and charging them based on who they are rather than what they are buying.
