Enthroning the e-shopper

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.

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