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E-Commerce Personalization and Digital Merchandising Strategy

Author

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  • PURCAREA, Ioan Matei

Abstract

We are witnessing marketing focus on the quality of being practical and a holistic approach of the buying experience. There is a clear need of incorporating the digital experience platform into the e-commerce strategy, and to valorize AI-powered e-commerce, as well as considering market opportunity of investing in computer-generated imagery as an important tool for e-commerce product imagery. It is now crucial to better understand the role played by AI into personalization, the importance of e-commerce personalization in customers’ online shopping experience, and AI impact on marketing transformation. There is no doubt about the challenge to improve ecommerce CX and add value based on Gen AI.

Suggested Citation

  • PURCAREA, Ioan Matei, 2023. "E-Commerce Personalization and Digital Merchandising Strategy," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 13(4), pages 14-22, December.
    • Handle: RePEc:hmm:journl:v:13:y:2023:i:4:p:14-22
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v13i4/3.pdf
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    More about this item

    Keywords

    E-Commerce Strategy; E-Commerce CX; Digital Experience Platform; Digital Merchandising Strategy; E-Commerce Personalization; AI-Powered E-Commerce;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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