The competition to win the customer has never been fiercer. The time has come to focus "aggressively on e-commerce technology, particularly on multichannel and personalization technologies." To fight this battle effectively, e-sellers must give customers reasons to choose them over their competitors. They must offer customers shopping experiences that are relevant to who they are and guided by what they need. In short, e-sellers must personalize their customer interactions. Recent studies show that personalization is a highly effective method for increasing consumer lifetime value for online sellers. It can have a direct and positive impact on the core metrics that make up e-commerce success: loyalty, conversion, retention, and average order size.