A new ecommerce report by Forrester Research has identified website personalization as "an under-leveraged weapon".
Entitled 'Which Personalization Tools work for Ecommerce - and Why', the study investigates the history and effectiveness of ecommerce personalization, defining it as "the process of creating experiences on websites or through interactive media that are unique to individuals or segments of consumers".
The report also highlights the importance of online recommendations.
According to its author Sucharita Mulpuru: "77 per cent of customers say that they find recommendations in general somewhat to extremely useful and roughly one-third of consumers who notice recommendations on ecommerce sites report purchasing a product based on such recommendations."
With clients such as AOL, Yahoo!, AT&T and Blockbuster, ChoiceStream was singled out for its "particularly rich" specialist retail solutions. The report said its product was "the largest and longest-standing of the 'pure-lay' personalization engines".
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