Personalization is key to compete against Amazon.
Why, in a world where I can buy virtually anything on Amazon — where I get free two-day shipping, get most things cheaper than anywhere else, and conveniently can buy my cat food alongside a pair of blackout curtains — why do I ever shop anywhere else?
This expertise is part of each of these retailers’ brands. This expertise is also one of the only remaining things they have to uniquely differentiate them from Amazon. If I want a pair of Stan Smiths, I can get them on Amazon. But if I want to be a cooler more streetwear savvy version of myself, I’m going to buy them from adidas.com or an Adidas store because they’re the absolute only authority on the “Three Stripes Life.
Two problems arise: 1) I can’t wear seven jackets with no shirt and no pants . And 2) It’s showing me things it thinks I’ll like. It’s not only failing to show me how to be successful with the jacket, but also it’s limiting the products I see to things I’m already likely to buy. I buy a lot of boring black things. It’s not because I don’t like colorful patterns or wouldn’t be inspired by a bright floral dress. It’s that I don’t know how to be successful with many things outside my comfort zone.
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