Personalization a must for Web shoppers: study

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While most consumers are shopping online, not enough are satisfied with the personalization of the shopping experience offered by retailers, according to a new study by e-mail services firm MyBuys.

According to the report, MyBuys Holiday Harris Poll, which was conducted by Harris Interactive, 84% of respondents shop online and, of these, 62% said that product recommendations are rarely personalized to their taste.

“These results are not in conjunction with what people are doing in online retail,” said Paul Rosenblum, VP of marketing at MyBuys. “The survey highlights how important it is to create a personalized experience for consumers.”

The survey also found that consumers like e-mails to be personalized as well. Sixty percent of online shoppers are more likely to shop with a retailer that follows up with specific recommendations based on past purchases versus a generic e-mail.

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