Consider the last time you went clothes shopping. You might have already had an idea of what you were looking for, or perhaps you had a specific event or occasion in mind for finding an outfit. Chances are you were greeted at some point during the visit by a store employee asking if they could help. While this attentive service has long been a favored feature of brick-and-mortar retail, website personalization allows businesses to do the same in digital environments, tailoring themselves to different customers’ and segments’ needs as soon as they engage with the brand.