Understanding Core Principles Of E Commerce Personalization

E-commerce for small to medium businesses (SMBs) operates in a landscape marked by intense competition and evolving consumer expectations. Standing out requires more than just a digital storefront; it demands creating experiences that resonate with individual customers. This is where AI-driven personalization Meaning ● AI-Driven Personalization for SMBs: Tailoring customer experiences with AI to boost growth, while ethically balancing personalization and human connection. enters the picture, offering a pathway to growth that was once only accessible to large enterprises.

However, for SMBs, the prospect of implementing AI can seem daunting. This guide is designed to demystify the process and provide a practical, step-by-step approach to integrating AI personalization Meaning ● AI Personalization for SMBs: Tailoring customer experiences with AI to enhance engagement and drive growth, while balancing resources and ethics. for tangible e-commerce gains.

Demystifying Ai Personalization For Small Businesses

Personalization, at its heart, is about making each customer interaction feel relevant and individual. Think of it as the digital equivalent of a local shop owner who knows their regulars, remembers their preferences, and offers recommendations based on past purchases. AI enhances this by automating the process at scale, analyzing vast amounts of data to understand customer behavior Meaning ● Customer Behavior, within the sphere of Small and Medium-sized Businesses (SMBs), refers to the study and analysis of how customers decide to buy, use, and dispose of goods, services, ideas, or experiences, particularly as it relates to SMB growth strategies. and tailor experiences in real-time. For SMB e-commerce, this translates to:

• Increased Customer Engagement ● Showing customers products and content that align with their interests keeps them browsing longer and returning more often.
• Improved Conversion Rates ● Personalized recommendations and offers can significantly increase the likelihood of a purchase.
• Enhanced Customer Loyalty ● When customers feel understood and valued, they are more likely to become repeat buyers and brand advocates.
• Streamlined Operations ● AI can automate tasks like product recommendations and customer segmentation, freeing up valuable time for SMB owners and their teams.

Many SMB owners might assume that AI personalization requires complex coding, expensive software, and a dedicated data science team. This is a misconception. The reality is that numerous user-friendly, affordable tools are now available that put the power of AI personalization within reach of even the smallest e-commerce operations. These tools often integrate seamlessly with popular e-commerce platforms like Shopify, WooCommerce, and others, requiring minimal technical expertise to set up and manage.

Essential First Steps For Personalization Implementation

Before diving into specific AI tools, it’s vital to lay a solid foundation. This involves understanding your customer data, defining your personalization goals, and choosing the right starting point. Here are essential first steps for SMBs:

1. Understand Your Customer Data ● What data do you currently collect? This might include purchase history, browsing behavior on your website, email interactions, and demographic information. Even basic data can be a powerful starting point. Tools like Google Analytics provide valuable insights into website traffic, popular pages, and user behavior. Your e-commerce platform itself stores crucial transaction data. Start by taking inventory of what you have and identify any gaps.
2. Define Clear Personalization Goals ● What do you hope to achieve with personalization? Are you aiming to increase average order value, reduce cart abandonment, boost repeat purchases, or improve customer satisfaction? Specific, measurable, achievable, relevant, and time-bound (SMART) goals are essential. For example, a SMART goal could be ● “Increase average order value by 10% within three months through personalized product recommendations.”
3. Start Simple and Iterate ● Don’t try to implement advanced AI personalization across your entire website and marketing channels overnight. Begin with a small, manageable project. Email personalization or basic product recommendations on product pages are excellent starting points. Once you see positive results, you can gradually expand your personalization efforts. This iterative approach allows you to learn, adapt, and optimize as you go.
4. Choose User-Friendly Tools ● Select AI personalization tools that are designed for SMBs and require minimal technical skills. Look for platforms with drag-and-drop interfaces, pre-built templates, and clear documentation. Many e-commerce platforms offer built-in personalization features or integrations with third-party apps that are easy to use.
5. Prioritize Data Privacy and Transparency ● As you collect and use customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. for personalization, ensure you comply with data privacy regulations like GDPR or CCPA. Be transparent with your customers about how you are using their data and give them control over their preferences. Building trust is paramount, and respecting customer privacy is a key component of that.

Avoiding Common Personalization Pitfalls

While the potential benefits of AI personalization are significant, it’s also important to be aware of common pitfalls that SMBs can encounter. Avoiding these mistakes will ensure a smoother and more successful implementation:

• Over-Personalization ● There is a fine line between helpful personalization and being intrusive or “creepy.” Bombarding customers with too many personalized messages or recommendations can backfire. Focus on providing value and relevance, not overwhelming them. For example, avoid retargeting ads for a product immediately after a customer has purchased it.
• Lack of Data Quality ● AI algorithms are only as good as the data they are trained on. If your customer data is inaccurate, incomplete, or outdated, your personalization efforts will suffer. Invest in data cleansing and ensure you have processes in place to maintain data quality over time.
• Ignoring Customer Feedback ● Personalization should be a two-way street. Actively solicit and listen to customer feedback Meaning ● Customer Feedback, within the landscape of SMBs, represents the vital information conduit channeling insights, opinions, and reactions from customers pertaining to products, services, or the overall brand experience; it is strategically used to inform and refine business decisions related to growth, automation initiatives, and operational implementations. on their personalized experiences. Are the recommendations helpful? Are the emails relevant? Use this feedback to refine your personalization strategies Meaning ● Personalization Strategies, within the SMB landscape, denote tailored approaches to customer interaction, designed to optimize growth through automation and streamlined implementation. and ensure you are meeting customer needs.
• Treating Personalization as a Set-And-Forget Tactic ● The e-commerce landscape and customer preferences are constantly evolving. Personalization is not a one-time project; it’s an ongoing process. Continuously monitor performance, analyze data, and adapt your strategies to stay ahead of the curve and maintain relevance.
• Focusing Too Much on Technology, Not Enough on Strategy ● It’s easy to get caught up in the excitement of new AI tools, but technology is just an enabler. Personalization success hinges on having a clear strategy that aligns with your overall business goals and customer needs. Start with strategy, then choose the right tools to support it.

Foundational Tools For E Commerce Personalization

For SMBs starting their personalization journey, several readily available and affordable tools can provide a strong foundation. These tools often integrate seamlessly with popular e-commerce platforms and require minimal technical expertise:

For SMBs beginning with AI personalization, focusing on user-friendly tools integrated with existing platforms and starting with email marketing Meaning ● Email marketing, within the small and medium-sized business (SMB) arena, constitutes a direct digital communication strategy leveraged to cultivate customer relationships, disseminate targeted promotions, and drive sales growth. and product recommendations offers a practical and effective approach.

By taking these fundamental steps and leveraging readily available tools, SMBs can begin to unlock the power of AI personalization and set the stage for significant e-commerce growth. The key is to start small, focus on providing value to customers, and continuously learn and adapt your strategies based on data and feedback. The journey of personalization is ongoing, and even small improvements can lead to substantial results over time.

Advancing Personalization Tactics For Enhanced Customer Engagement

Building upon the fundamentals, SMBs ready to deepen their personalization efforts can explore intermediate-level tactics that drive more sophisticated customer engagement Meaning ● Customer Engagement is the ongoing, value-driven interaction between an SMB and its customers, fostering loyalty and driving sustainable growth. and improved e-commerce performance. This stage involves leveraging more advanced features within existing tools, integrating new technologies strategically, and adopting data-driven optimization practices. The focus shifts from basic implementation to creating more dynamic and responsive personalized experiences.

Leveraging Advanced Email Marketing Personalization

Email marketing remains a potent channel for e-commerce, and advanced personalization Meaning ● Advanced Personalization, in the realm of Small and Medium-sized Businesses (SMBs), signifies leveraging data insights for customized experiences which enhance customer relationships and sales conversions. can significantly amplify its effectiveness. Moving beyond basic segmentation and name personalization, SMBs can implement more targeted and behavior-driven email strategies:

• Behavioral Segmentation ● Segment customers based on their actions, such as website browsing history, products viewed, cart abandonment, past purchase behavior, and email engagement. For example, create segments for “customers who viewed product category X,” “customers who abandoned carts with items over $50,” or “customers who haven’t purchased in 6 months.”
• Dynamic Content Personalization ● Utilize email marketing platforms to dynamically insert personalized content Meaning ● Tailoring content to individual customer needs, enhancing relevance and engagement for SMB growth. blocks within emails. This could include product recommendations based on browsing history, personalized offers based on purchase behavior, or content tailored to customer interests inferred from their past interactions.
• Personalized Product Recommendations in Emails ● Go beyond generic “recommended for you” sections. Use AI-powered recommendation engines integrated with your email platform to deliver highly relevant product suggestions based on individual customer data. This can include recommendations for recently viewed items, complementary products, or items frequently bought together with past purchases.
• Automated Personalized Email Flows ● Set up automated email sequences triggered by specific customer behaviors or lifecycle stages. Examples include:
  • Welcome Series ● Personalized onboarding emails for new subscribers, introducing your brand and key product categories.
  • Abandoned Cart Emails ● Triggered emails sent to customers who leave items in their cart, reminding them of their selections and potentially offering incentives to complete the purchase. Personalize these emails with images of the abandoned items and tailored messaging.
  • Post-Purchase Follow-Up ● Emails sent after a purchase, thanking customers, providing shipping updates, and recommending complementary products or asking for reviews.
  • Re-Engagement Campaigns ● Personalized emails targeting inactive customers with special offers or content to win them back.
  • Birthday/Anniversary Emails ● Personalized greetings and offers on customer birthdays or anniversaries of their first purchase.
• A/B Testing for Email Personalization ● Continuously test different personalization approaches within your email campaigns. A/B test subject lines, email content, product recommendations, and calls to action to identify what resonates best with your audience and optimize for higher open rates, click-through rates, and conversions.

Advanced Product Recommendations On Site

While basic product recommendations are a good starting point, intermediate personalization involves implementing more sophisticated recommendation strategies directly on your e-commerce website. This enhances the browsing experience and guides customers towards relevant products more effectively:

• Personalized Homepage Recommendations ● Instead of a static homepage, dynamically display product recommendations tailored to each returning visitor based on their browsing history, purchase history, and inferred interests. This creates a more engaging and relevant first impression.
• Contextual Product Recommendations ● Beyond simple “you might also like” sections, implement recommendations that are highly contextual to the page a customer is currently viewing. On a product page, recommend complementary items, upgrades, or alternatives. On category pages, highlight popular or trending products within that category, personalized to the visitor’s past behavior if available.
• Personalized Search Results and Category Pages ● Optimize your site search and category listings to prioritize products that are more likely to be relevant to each individual visitor. This can be based on their past browsing history, purchase history, or even real-time behavior during the current session. AI-powered search solutions can significantly improve product discoverability and conversion rates.
• Personalized Upselling and Cross-Selling ● Intelligently suggest upsells (higher-value versions of the product being viewed) and cross-sells (complementary products) at strategic points in the customer journey, such as product pages, cart pages, and checkout. Personalize these suggestions based on product attributes and customer purchase patterns.
• “Frequently Bought Together” and “Customers Who Bought This Also Bought” Recommendations ● Leverage data on product co-purchases to display social proof and relevant recommendations. These types of recommendations can be highly effective as they are based on actual customer behavior. Ensure these recommendations are dynamically updated based on the latest purchase data.

Implementing Dynamic Website Content Personalization

Website personalization extends beyond product recommendations to encompass tailoring the entire website experience to individual visitors. Dynamic content personalization Meaning ● Content Personalization, within the SMB context, represents the automated tailoring of digital experiences, such as website content or email campaigns, to individual customer needs and preferences. allows SMBs to show different versions of website elements based on visitor attributes and behavior:

• Personalized Banners and Promotions ● Display different banners and promotional offers based on visitor segments, interests, or referral source. For example, show a banner highlighting a discount on running shoes to visitors who have previously browsed running shoe categories or arrived from a running-related ad campaign.
• Dynamic Homepage Content Blocks ● Customize homepage content blocks to showcase content, categories, or products that are most relevant to each visitor. This could include highlighting blog posts related to their interests, featuring product categories they frequently browse, or showcasing new arrivals in their preferred styles.
• Personalized Calls to Action (CTAs) ● Tailor CTAs based on visitor behavior and stage in the customer journey. For example, show a “Shop Now” CTA to returning visitors who have browsed product pages, and a “Learn More” CTA to first-time visitors who are exploring your website.
• Location-Based Personalization ● If your SMB serves customers in specific geographic areas, use location data to personalize website content. This could include displaying local store information, highlighting region-specific promotions, or tailoring product recommendations based on local preferences or seasonality.
• Device-Based Personalization ● Optimize website content and layout based on the device a visitor is using (desktop, mobile, tablet). Ensure a seamless and personalized experience across all devices. Consider personalizing content formats; for example, mobile users might prefer shorter text and more visual content.

Case Study ● Personalized Email Marketing Boosts Conversions For A Clothing Boutique

Company ● “Style Haven,” a small online clothing boutique specializing in women’s apparel.

Challenge ● Low email open rates and click-through rates, resulting in limited sales from email marketing efforts.

Solution ● Style Haven implemented advanced email personalization using Klaviyo, focusing on behavioral segmentation and dynamic product recommendations.

1. Behavioral Segmentation ● They segmented their email list based on purchase history, browsing behavior (categories viewed, products added to wishlist), and email engagement. Segments included “frequent shoppers,” “casual browsers,” “wishlist users,” and “inactive subscribers.”
2. Dynamic Product Recommendations ● They integrated Klaviyo with their Shopify store and implemented dynamic product recommendation blocks in their emails. These blocks showcased products based on:
   • Recently Viewed Items ● Reminding customers of products they had previously shown interest in.
   • Category-Based Recommendations ● Suggesting new arrivals and popular items within categories the customer had browsed.
   • Personalized Style Recommendations ● Using product attributes and customer purchase history to infer style preferences and recommend similar items.
3. Automated Personalized Flows ● They set up automated email flows, including:
   • Abandoned Cart Emails ● Personalized with images of abandoned items and a 10% discount offer.
   • Post-Purchase Thank You Emails ● Including recommendations for complementary accessories and a request for product reviews.
   • Re-Engagement Emails ● Targeting inactive subscribers with a “we miss you” message and a personalized discount code based on their past purchase categories.

Results:

• Email Open Rates Increased by 35%.
• Click-Through Rates Increased by 50%.
• Email-Driven Sales Increased by 70% within Two Months.
• Customer Engagement and Website Traffic from Email Marketing Significantly Improved.

Key Takeaway ● By moving beyond basic email blasts and implementing targeted, behavior-driven personalization, Style Haven significantly enhanced the effectiveness of their email marketing, demonstrating the power of intermediate personalization tactics for SMB e-commerce growth.

Intermediate personalization strategies for SMBs involve moving beyond basic segmentation to dynamic content, behavior-driven emails, and contextual website recommendations, leading to significant improvements in customer engagement and conversions.

Advancing personalization tactics requires a deeper understanding of customer data, strategic use of available tools, and a commitment to continuous optimization. By implementing these intermediate-level strategies, SMBs can create more engaging, relevant, and ultimately more profitable e-commerce experiences for their customers, driving sustainable growth and strengthening customer loyalty.

Strategic Ai Driven Personalization For Competitive Advantage

For SMBs aiming for market leadership and sustained growth, advanced AI-driven personalization offers a pathway to create truly differentiated and deeply engaging customer experiences. This level transcends basic and intermediate tactics, focusing on cutting-edge technologies, predictive analytics, and holistic, omnichannel personalization Meaning ● Omnichannel Personalization, within the reach of Small and Medium Businesses, represents a strategic commitment to deliver unified and tailored customer experiences across all available channels. strategies. It requires a strategic mindset, a willingness to experiment with innovative approaches, and a commitment to leveraging AI to its full potential.

Predictive Analytics For Proactive Personalization

Moving beyond reactive personalization based on past behavior, advanced strategies incorporate predictive analytics Meaning ● Strategic foresight through data for SMB success. to anticipate customer needs and preferences. This allows for proactive personalization, delivering relevant experiences before customers even explicitly express a need:

• Predictive Product Recommendations ● Utilize AI algorithms to predict future purchase intent based on a wide range of data points, including browsing history, purchase history, demographics, seasonality, trends, and even real-time contextual factors. This enables recommendations that are not just relevant to past behavior but also anticipate future needs. For example, predict when a customer might be running low on a consumable product and proactively recommend replenishment options.
• Personalized Content Prediction ● Predict the type of content (blog posts, articles, videos, product guides) that each customer is most likely to engage with based on their past content consumption patterns, interests, and demographics. Personalize content feeds, email newsletters, and website content blocks to showcase predicted content preferences.
• Churn Prediction and Prevention ● Employ machine learning Meaning ● Machine Learning (ML), in the context of Small and Medium-sized Businesses (SMBs), represents a suite of algorithms that enable computer systems to learn from data without explicit programming, driving automation and enhancing decision-making. models to identify customers who are at high risk of churn (ceasing to be active customers). Predictive churn analysis considers factors like purchase frequency, website activity, customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. interactions, and sentiment analysis of customer feedback. Once high-risk customers are identified, proactive personalization strategies can be implemented to re-engage them, such as personalized offers, loyalty rewards, or targeted communication addressing their potential concerns.
• Personalized Pricing and Promotions Based on Predicted Lifetime Value (CLTV) ● Calculate the predicted customer lifetime value Meaning ● Customer Lifetime Value (CLTV) for SMBs is the projected net profit from a customer relationship, guiding strategic decisions for sustainable growth. for each customer segment or individual. Use CLTV predictions to personalize pricing and promotional strategies. Offer more aggressive discounts and incentives to high-CLTV customers to foster loyalty and encourage repeat purchases. Conversely, tailor promotions for lower-CLTV segments to maximize profitability while still driving conversions.
• Personalized Customer Journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. Orchestration Based on Predicted Next Best Action ● Leverage AI to predict the “next best action” for each customer at every touchpoint in their journey. This involves analyzing real-time customer behavior, past interactions, and predicted future needs to dynamically determine the most effective personalized message, offer, or content to deliver. For example, if a customer is browsing product reviews, the predicted next best action Meaning ● Next Best Action, in the realm of SMB growth, automation, and implementation, represents the optimal, data-driven recommendation for the next step a business should take to achieve its strategic objectives. might be to offer a personalized discount code or direct them to a product comparison page.

Omnichannel Personalization For Seamless Customer Experiences

Advanced personalization recognizes that customers interact with businesses across multiple channels. Omnichannel personalization aims to create a consistent and seamless personalized experience across all touchpoints, breaking down silos between channels:

• Unified Customer Profiles ● Implement a Customer Data Platform Meaning ● A CDP for SMBs unifies customer data to drive personalized experiences, automate marketing, and gain strategic insights for growth. (CDP) or similar solution to unify customer data from all channels (website, email, social media, mobile app, in-store if applicable, customer service interactions). This creates a single, comprehensive view of each customer, enabling consistent personalization across all channels.
• Cross-Channel Personalization Consistency ● Ensure that personalization strategies are consistent across channels. If a customer expresses interest in a product category on your website, reflect that interest in personalized email recommendations, social media ads, and even customer service interactions. Avoid fragmented experiences where personalization efforts are isolated to individual channels.
• Personalized Mobile App Experiences ● If your SMB has a mobile app, leverage AI to personalize the app experience. This includes personalized product recommendations, in-app content, push notifications, and location-based personalization if relevant. Mobile apps offer unique opportunities for real-time, contextual personalization based on user behavior and location.
• Personalization in Customer Service Interactions ● Equip customer service agents with access to unified customer profiles and AI-powered tools that provide personalized recommendations and insights during customer interactions. This enables agents to provide more efficient, relevant, and personalized support, enhancing customer satisfaction Meaning ● Customer Satisfaction: Ensuring customer delight by consistently meeting and exceeding expectations, fostering loyalty and advocacy. and loyalty. AI-powered chatbots can also be integrated to provide personalized self-service support.
• Personalized Advertising Retargeting Across Channels ● Utilize omnichannel retargeting strategies to deliver personalized ads across different platforms (website, social media, search engines) based on customer behavior across all channels. Ensure retargeting ads are relevant, timely, and avoid being overly repetitive or intrusive. Dynamic retargeting ads can personalize product recommendations within ads based on individual browsing history.

Advanced Ai Tools And Technologies For Personalization

Implementing advanced personalization strategies often requires leveraging more sophisticated AI tools Meaning ● AI Tools, within the SMB sphere, represent a diverse suite of software applications and digital solutions leveraging artificial intelligence to streamline operations, enhance decision-making, and drive business growth. and technologies. While some SMB-friendly platforms offer advanced features, dedicated AI personalization platforms and specialized solutions may be necessary for pushing the boundaries:

Case Study ● Omnichannel Personalization Drives Loyalty For A Subscription Box Service

Company ● “Curated Crate,” a rapidly growing subscription box service offering personalized boxes of artisanal food products.

Challenge ● Increasing customer acquisition costs and a need to improve customer retention and lifetime value in a competitive subscription box market.

Solution ● Curated Crate implemented an omnichannel personalization strategy using a Customer Data Platform (Segment) and advanced AI personalization tools.

1. Unified Customer Data with CDP ● They integrated Segment to collect and unify customer data from their website, mobile app, email marketing platform, social media channels, and customer service system. This created a single customer view for personalization.
2. Predictive Product Recommendations ● They used an AI personalization platform (Dynamic Yield) to implement predictive product recommendations Meaning ● Predictive Product Recommendations utilize data analytics and machine learning to forecast which products a customer is most likely to purchase, specifically designed to boost sales and enhance customer experience for SMBs. across channels. Recommendations were based on:
   • Past Box Preferences ● Analyzing ingredients, product types, and dietary preferences from previous subscription boxes.
   • Website Browsing History ● Tracking product categories and individual products viewed on their website.
   • Taste Profiles ● Utilizing customer taste profile data collected through onboarding surveys and feedback forms.
   • Seasonal and Trending Food Items ● Incorporating current food trends and seasonal ingredients into recommendations.
3. Omnichannel Personalized Communication ● Personalized communication was implemented across channels:
   • Email ● Personalized welcome series, subscription renewal reminders, box preview emails with personalized product highlights, and post-delivery feedback requests.
   • Mobile App ● Personalized in-app content, push notifications with box shipment updates and personalized product spotlights, and exclusive app-only offers.
   • Website ● Personalized homepage product recommendations, dynamic content Meaning ● Dynamic content, for SMBs, represents website and application material that adapts in real-time based on user data, behavior, or preferences, enhancing customer engagement. blocks showcasing personalized content and offers, and personalized search Meaning ● Personalized search, within the SMB context, denotes the tailored delivery of search results based on individual user data, preferences, and behavior. results.
   • Social Media ● Personalized retargeting ads on social media platforms featuring products aligned with individual customer preferences.
4. Personalized Customer Service ● Customer service agents were equipped with access to the unified customer profiles in Segment, enabling them to provide personalized support and address customer inquiries more effectively.

Results:

• Customer Retention Rate Increased by 25%.
• Customer Lifetime Value Increased by 40%.
• Subscription Box Upgrade Rates Increased by 15% (customers opting for higher-value subscription tiers).
• Customer Satisfaction Scores Significantly Improved, as measured by post-delivery surveys and customer feedback.

Key Takeaway ● Curated Crate demonstrated the power of omnichannel personalization in driving customer loyalty and increasing customer lifetime value in a subscription-based e-commerce business. By unifying customer data and delivering consistent personalized experiences Meaning ● Personalized Experiences, within the context of SMB operations, denote the delivery of customized interactions and offerings tailored to individual customer preferences and behaviors. across all channels, they created a strong competitive advantage.

Advanced AI-driven personalization for SMBs involves leveraging predictive analytics, omnichannel strategies, and cutting-edge tools to create deeply engaging, proactive, and seamless customer experiences, driving significant competitive advantage Meaning ● SMB Competitive Advantage: Ecosystem-embedded, hyper-personalized value, sustained by strategic automation, ensuring resilience & impact. and long-term growth.

Reaching the advanced level of AI-driven personalization requires strategic vision, technological investment, and a customer-centric approach. For SMBs ready to embrace these advanced strategies, the potential rewards are substantial ● deeper customer relationships, increased loyalty, higher customer lifetime value, and a significant competitive edge in the evolving e-commerce landscape. The future of e-commerce success lies in creating truly personalized experiences, and advanced AI personalization is the key to unlocking that potential.

References

• Shani, G., & Gunasekaran, A. (2019). Artificial intelligence in marketing ● A contemporary analysis. International Journal of Information Management, 48, 83-95.
• Kumar, V., & Rajan, B. (2016). The effect of personalization on e-commerce customer activity. Journal of Marketing Research, 53(4), 527-545.
• Verhoef, P. C., Kooge, E., & Walk, N. (2016). Creating value with big data analytics ● An examination of well-known retail companies. Journal of Retailing, 92(2), 149-167.