Personalization Is a Priority for Retailers, but Can Online Vendors Deliver?

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Call it the Nordstrom versus Amazon problem.

Stores like Nordstrom excel at “white-glove service.” Its staff may recognize your face and even greet you by name as they direct you throughout the store. However, they probably don’t know what you bought last month or what’s still sitting in your online shopping cart.

Sites like Amazon, on the other hand, know an enormous amount about your shopping habits, but it’s hard to get the human touch from an algorithm.



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This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.