What personalization changes
Personalization adapts what a shopper sees: featured products, search order, content, and offers. The goal is relevance that helps the buyer find and trust the right items.
Signals and surfaces
- Signals: past purchases, browsing, location, and stated preferences.
- Surfaces: home page, recommendations, search ranking, and email.
- Combine real time behavior in the session with longer term profile data.
Doing it responsibly
- Provide sensible defaults for new shoppers with no history, called cold start.
- Avoid filter bubbles that hide variety and respect privacy and consent.
- Keep personalization explainable so buyers are not surprised by odd suggestions.
Key idea
Personalization uses shopper signals to tailor surfaces like home, search, and offers, with cold start defaults, privacy respect, and enough variety to avoid trapping buyers in a bubble.