In its second-largest acquisition, Amazon buys the company for $970 million.
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But while many retailers believe that personalization beyond collaborative filtering can benefit them, there is little evidence so far to prove that consumers respond to high degrees of personalization, Cassar says. “I’d be surprised to find that a large group of online shoppers see personalization as a competitive differentiator,” he says. “Consumers wants to find the products they want as quickly as possible. Online shopping is functional not fun. I’m not sure consumers want to play with their computers and see what recommendations pop up.”
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