Giving customers a uniquely personalized or tailored experience is something that successful e-commerce sites from Amazon onwards have always focused on. But now, consumers sit at the center (and indeed actively contribute to) a far richer and more deeply personal and personalized online experience - meaning e-tail is increasingly (M)ETAIL.

Driving the (M)ETAIL trend is a shift towards more personal recommendations (from real people if not other consumers), along with ever more personalized products and services.

Brands too can easily tap into this trend. Zara’s People! initiative asks fans of the brand to upload photos of themselves wearing at least two items from the Spring/Summer 2012 collection. Each week, a selection of photos are published on the brand’s website, with featured contributors winning EUR 300

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