Over the past decade and a half, successful web retailers have been able to tailor their
marketing toward the individual consumer, providing a level of personalization all shoppers—both offline and on—have come to expect as standard across the industry.
Shoppers have come to expect the tailored marketing that algorithms can deliver to them when shopping online in physical stores. However, that kind of personalization is only possible with sales staff that knows the customer and the merchandise very well. Even in the e-commerce space, customers often are frustrated by an overwhelming number of irrelevant search results that steers them away from their intended purchase.