Personalization helps build loyalty. When a customer takes time to invest in teaching your organization more about his or her wants, needs, and purchases, he or she now has ownership in the relationship with you. The cost to the customer to switch to your competitor continues to increase as he or she does more business with you. The challenge is for businesses to utilize personalization technologies that will increase site stickiness without being pushy or intrusive. Content Key Learning Content is king.
Online content has to be relevant to the business objective of an e-commerce website.
In other words, online content for any e-commerce website should help, in one way or another, to increase the likelihood of a web surfer making a purchase on that site. To generate sales over the web, while the old marketing model pitches a message to the masses, the new e-commerce model posts information tailored to help customers make their own choices. Providing relevant original content is not the only way to create a sticky e-commerce website. Instead, e-commerce companies can narrow the gap between commerce and content even more by linking their operations more closely to relevant content outlets Investment in online content development and management could be costly. But the payoff is measurable and makes everything worthwhile.