Personalized Web Merchandising

When consumers see a clear benefit, they are more likely to give information in return. The advantage of this permission-based model is that customers who prefer to wander through the site anonymously can do so. Those who wish to see targeted content can.

Once a consumer has registered, the site and offers can be customized through a manual log-in process or an automatic one through the use of cookies (small identifying pieces of data placed on a user’s hard drive). For example, Lands’ End’s site allows shoppers to register with the site voluntarily to access personalized services. Signing up for Lands’ End’s Personal Shopping Accounts allows shoppers to use My Personal Model, a 3-D mannequin that a female shopper can customize to her own appearance, including details of her coloring and body type. The site then suggests flattering outfits that the shopper can “try on.” The technology is supplied by Public Technologies Multimedia.