相关性成就个性化搜索新时代

    消费者购买行为的这一根本性变化对于多数企业来说都是一个挑战，但同时它也是一个重大的机会。如果企业善于收集和分析用户在购物过程中公开分享的相关性和个性化信息，那么他们就能抓住这个重大的商机，扩大顾客基础，促进顾客的终身忠诚度。

    要实现这个目标，不仅消费者的行为要发生变化，企业的行为同样也要转变。消费者们显然想要获得相关的、个性化的信息，但许多消费者也十分关心个人信息的隐私问题。在这个问题上，起决定性作用的是消费者的心态。大多数亚马逊（Amazon）的用户希望亚马逊保留他们的购物历史，利用这些数据为他们作出推荐，提供更好、更个性化的购物体验。但是至少目前来说，还很少有用户希望Facebook这种社交网站保留他们的信用卡数据和购物历史。因此网站必须让用户获得明确的回报，让他们觉得网站获得了他们的相关数据后，他们的购物体验的确得到了提高。有了正确的价值刺激，消费者才可能会更有兴趣利用相关性搜索购物平台的诸多好处。

    总之，相关性搜索的时代已经到来，而且正在为我们提供更好、更快、更智能的网络体验。消费者可以更轻松快捷地获得需要的信息，而卖家们现在也拥有了一个千载难逢的好机会，可以行之有效地接触目标客户、打造终身顾客关系。

    本文作者Paul Todd中瑞尔登商务公司（Rearden Commerce）的产品总监。

    译者：朴成奎

    While this fundamental shift in buying behavior will be a challenge for most businesses, it's also a major opportunity. Businesses that adapt by collecting and analyzing data that the user openly shares to relevance and personalization into the buying process will have immense opportunity to increase their customer base and drive life-time loyalty.

    But businesses have to achieve this with, rather than in spite of, their customers aren't the only ones facing change. While individuals clearly want relevant, personalized information but many are concerned about privacy issues around personal information. Mindset is critical here. Most Amazon consumers expect Amazon to hold their purchase history and to make use of that data in providing recommendations and providing a better, more personalized, shopping experience. But, at least for now, fewer users want social networking sites —like Facebook —to have their credit card data or purchase history. There has to be a clear quid pro quo for the user and a clear connection in their minds between the data and an improved experience. But given the right value-based stimulus, consumers may yield in the interest of taking advantage of the many benefits a relevance-powered buying platform provides.

    The bottom line: relevance-powered search has arrived, and it's delivering a better, faster, smarter web experience for everyone involved. Buyers get the information they need and want faster and easier, and sellers have an incredible opportunity to more effectively reach their target audiences, and build life-long customer relationships.

    Paul Todd is the Chief Products Officer at Rearden Commerce.