考研阅读精选：网购似曾相识
SHOPPING ONLINE TURNS DEJA VU~ posted by Kassia St Clair, December 20th 2011
http://images.koolearn.com/casupload/upload/fckeditorUpload/2011-12-27/image/2dbec369d5874ca28499b45d5346af01.jpg
Remember the last time you shopped online? You may not, but yourcomputer does. Some shops use the information about what you looked aton one site to generate banner advertisements on the homepages of othersites. I was looking for a potato ricer. The John Lewis site showed theyhad two types: Kitchen Craft and OXO Good Grips. I phoned up, reservedthe first of these two and went to the shop to buy it. After that, eachtime I clicked on the Guardian homepage I saw an ad for the KitchenCraft potato ricer. This week, after looking at a pair of All Saintsboots, I keep seeing the same boots appear on sites I visit. The ad alsoshows me three or four pairs of boots that are very similar to the onesI looked at.
This doesn't seem very smart. Online shopstend to display items in groups. You click on "boots", a display comesup for the entire collection, you scroll through the collection and whenyou find one that you might like, you click on that to get details andmore pictures. When these banner ads on other sites show you similarboots to the ones you have looked at they are almost always (in myexperience) showing you something that you have seen.
Ifcompanies are going to use software that remembers what people havelooked at, then they should do something with the information that'smore useful to the customer. Why keep showing us items we've decidedagainst or perhaps even own? Better to show us coordinating oraffiliated items. If we've looked at Xboxes, show us some Xbox games. Ifwe've looked at high heels, show us a cocktail dress, some knock-outearrings or the perfect red lipstick. That would be helpful.
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