Personalization
Definition
Personalization is adapting what a customer sees in the web shop based on who they are: their segment, past orders, industry, or negotiated agreements. This goes further than just showing customer-specific pricing.
A web shop that adapts per customer
Two customers logging into the same web shop can see a different product catalog, different recommendations, and different prices, based on their profile and history.
Why this is more than marketing
In B2B, personalization is less about product recommendations and more about relevance: only showing products the customer is actually allowed or able to order, with the right prices and stock.
Practical example
A customer who only buys electrical parts automatically sees a filtered catalog with relevant products when logging in, instead of the full assortment.
Related terms
Customer segmentation · Conversion rate optimization (CRO) · Cross-selling
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