Once past the denial stage, e-tailers are struggling to make the best of an expensive situation. To protect their advertising investments, businesses believe that personalization is the key to online customer retention. And as WebCMO regularly points out, most of these cases are marked by poorly constructed evaluations and erroneous conclusions. One month, Levi's boasts that 87 percent of their users say they would buy products recommended by their Style Finder personalization system.
Some evidence suggests noticeably improved user conversion rates under certain conditions.
At this price, you'd expect leather seats and a 13-speaker CD stereo system to be included as standard options. Another pervasive myth regarding personalization is that it's a marketplace inevitability. Meanwhile, there is mounting evidence indicating that the past thirty years have marked the death of personalization and personalized service. The ascendance of category killers, major chains, and discount warehouses has been the characterizing retail story of the past thirty years. Even if it wasn't explicit, we voted to replace human operators with mazes of voice mail options.