Personalisation is still the nest big thing

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 personalized services. Three personalization techniques have become common: customizing 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.

The most common method of personalization has been the trend to place targeted advertisements in front of consumers whenever they meander through a retailer's Web site. "Since retailers can build a purchasing history of each customer, they are able to gauge who the person may be and provide them with items that interest them."

As it was in 2002!