Internet buyers are sometimes surprised to see online retailers using information about their past purchases to customize promotions targeted to them the next time they visit the retailer's website. The retailer is using the information to

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By using information about past purchases to customize promotions, the retailer is trying to increase the share of wallet from their best customers. This means that they are targeting customers who have already made purchases with them and are more likely to make additional purchases in the future. The retailer is trying to encourage these customers to spend more money with them, rather than going to other retailers.

Internet Buyers Are Sometimes Surprised to See Online Retailers Using