Tesco, the world's third-largest retailer, is taking E-Commerce customization one huge step further than anyone else, displaying higher priced items only for customers it believes can afford them. Although what Tesco is doing is bold, bolder yet are its public statements that it's not relying solely on purchase history. Display decisions are also based on comments customers make on social sites, which payment cards they are using and, perhaps most controversially, various types of mobile phone data.
Drilling into the details of the plan raises questions about how different the site will truly feel, and that speaks to how the data is used and to how aggressive the customization is. For example, the more decisions are made—or, more precisely, perceived by customers to be made—about spend levels and then displaying higher-priced items, the more resistance might be encountered.Read more...