Last year’s website redesign produces mixed results.
CafePress uses data consumers share through Facebook to make better product suggestions.
CafePress late last year launched Likeable Gifts, a Facebook application that sifts through a consumer's Facebook friends to suggest products that might appeal to his friends. The application shows him suggestions for products he might be interested in, based on his interests, and gift ideas for his family and friends. The tool notes the keywords, pulled from his and his friends' Facebook activities, which guided the suggestions. For instance, it might note that "Mike Davis likes boating, partying and traveling." It then would suggest items in line with those interests, which, for Mike might be a tote bag that can be customized with his boat's name. "Social unlocks the key to valuable data that speaks to the heart of the consumer," says Bob Marino, the retailer's CEO.
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