The dominance of e-commerce in the world of retail surged over the past two decades to the point that online shopping is a regular part of daily life, often surpassing real-life retail experiences in convenience, cost and even immediacy: you can find exactly what you want online (no guarantees at your local shop) and have it shipped to you, and in some cases, have it in hand the same or next day. All from the comfort of home, office or wherever you happen to be. I think we’re all pretty used to this.
At this point, it’s probably true to state that you haven’t got much of an e-commerce or media service if you aren’t personalizing content for every individual user. That is, in your efforts to engage users, create customers, promote stickiness, boost numbers of completed transactions and content consumption and foster return visits, repeat purchases or subscriptions to your site, you’ve already made every effort to make content suggestions and recommendations to suit their demonstrated interests, habits and behavior. This is all fairly standard and expected stuff.
I’ll let you in on a little secret. I started writing this post a year ago when 2016 dawned. You know how it is: when a new year begins, we tend to take stock, analyze, reflect and sometimes go back to basics. But we often drop the ball and don't finish everything we start. (What else are New Year's resolutions for?)