????消費者購買行為的這一根本性變化對于多數企業來說都是一個挑戰，但同時它也是一個重大的機會。如果企業善于收集和分析用戶在購物過程中公開分享的相關性和個性化信息，那么他們就能抓住這個重大的商機，擴大顧客基礎，促進顧客的終身忠誠度。

????要實現這個目標，不僅消費者的行為要發生變化，企業的行為同樣也要轉變。消費者們顯然想要獲得相關的、個性化的信息，但許多消費者也十分關心個人信息的隱私問題。在這個問題上，起決定性作用的是消費者的心態。大多數亞馬遜（Amazon）的用戶希望亞馬遜保留他們的購物歷史，利用這些數據為他們作出推薦，提供更好、更個性化的購物體驗。但是至少目前來說，還很少有用戶希望Facebook這種社交網站保留他們的信用卡數據和購物歷史。因此網站必須讓用戶獲得明確的回報，讓他們覺得網站獲得了他們的相關數據后，他們的購物體驗的確得到了提高。有了正確的價值刺激，消費者才可能會更有興趣利用相關性搜索購物平臺的諸多好處。

????總之，相關性搜索的時代已經到來，而且正在為我們提供更好、更快、更智能的網絡體驗。消費者可以更輕松快捷地獲得需要的信息，而賣家們現在也擁有了一個千載難逢的好機會，可以行之有效地接觸目標客戶、打造終身顧客關系。

????本文作者Paul Todd中瑞爾登商務公司（Rearden Commerce）的產品總監。

????譯者：樸成奎

????While this fundamental shift in buying behavior will be a challenge for most businesses, it's also a major opportunity. Businesses that adapt by collecting and analyzing data that the user openly shares to relevance and personalization into the buying process will have immense opportunity to increase their customer base and drive life-time loyalty.

????But businesses have to achieve this with, rather than in spite of, their customers aren't the only ones facing change. While individuals clearly want relevant, personalized information but many are concerned about privacy issues around personal information. Mindset is critical here. Most Amazon consumers expect Amazon to hold their purchase history and to make use of that data in providing recommendations and providing a better, more personalized, shopping experience. But, at least for now, fewer users want social networking sites —like Facebook —to have their credit card data or purchase history. There has to be a clear quid pro quo for the user and a clear connection in their minds between the data and an improved experience. But given the right value-based stimulus, consumers may yield in the interest of taking advantage of the many benefits a relevance-powered buying platform provides.

????The bottom line: relevance-powered search has arrived, and it's delivering a better, faster, smarter web experience for everyone involved. Buyers get the information they need and want faster and easier, and sellers have an incredible opportunity to more effectively reach their target audiences, and build life-long customer relationships.

????Paul Todd is the Chief Products Officer at Rearden Commerce.