IMPACT OF RECOMMENDER SYSTEMS IN CUSTOMERS E-COMMERCE PURCHASES

IMPACT OF RECOMMENDER SYSTEMS IN CUSTOMERS E-COMMERCE PURCHASES

VAISHNAVI G , MS. A IMMACULATE CYNTHIA

DEPARTMENT OF COMMERCE (HONOURS) SS

ETHIRAJ COLLEGE FOR WOMEN , CHENNAI - 600023

INTRODUCTION

The massive adoption of the Web as an e-commerce platform has led to a fundamental change in the way that businesses of all sizes interact with their customers. Whereas potential access to a larger, more diverse customer base is generally viewed as an opportunity, this can also represent increased competition. The stakes are high and businesses have to develop sophisticated strategies to attract and retain customers. Rather than focusing on “touch points” during the marketing and sales processes, businesses are using intelligent algorithms and social technologies to form meaningful, ongoing relationships with customers; these can involve frequent online interactions, often employing social channels. Engaging with customers is no longer a series of one-off experiences; it’s an ongoing dialogue. Surprisingly, these ongoing dialogues resemble dialogues between people: they usually express intent and achieve their goals by building on trust and open relations.