Waitrose Plan Tailored Online Experience

As part of a new multi-million-pound e-commerce strategy based around its shoppers’ previous browsing behaviour, the upmarket chain is to create a bespoke version of its website for each user, personalised with Waitrose magazine and website content. Waitrose is using Adobe and its analytics service Omniture, as well as its own CRM data, to select content that it deems relevant to each customer.

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