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Personalize, Honestly

Fitting into the “ize”

People want to be recognized, catered to, and served personally. You can't keep feeding them generic content, when they are able to customize their own content on places like Yahoo.com, Lycos.com, and the Wall Street Journal Interactive Edition. And you can't win repeat visitors if you post a bunch of generic, all-purpose pages on your site, when consumers are seeing how delightful real personalization can be, when they visit pioneering sites like Amazon.com, Lands' End, and Reflect.com.

The impersonal computer screen seems to invite a no-holds-barred communication that is, paradoxically, more personal.

Constance Hale, Wired Style


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