When it comes to personalising shopping experiences many retailers are missing a trick. Whilst it’s true that providing personalised content is a laudable goal, it’s not really achievable as a long-term strategy –as Susan Aldrich has pointed out.

But let’s be honest, shoppers aren’t primarily interested in ‘content’, their primary focus is to shop – which means products.

If you have implemented product recommendations you may be thinking you’ve already personalised product assortments…”job done, now let’s move onto content”.

Well, the vast majority of product exposure happens within category pages and search results, so if you haven’t personalised those assortments you’ve achieved very little.

As Susan says, personalising content is “Not necessarily a tough nut to crack, but far from simple.” Fortunately, personalising product assortments is simple, so long as you use the right technology.