Gilt: Using Algorithms to Personalize Choices

Source: WSJ, Jul 2011

Mr. Ryan is offering a new alternative to the way we buy products online. Amazon or Zappos are designed for consumers on specific mission, whether for “The Great Gatsby” or hiking boots. Gilt, by contrast, aims to use highly precise personalization to show customers just the kinds of things an algorithm knows they’ll love. It all depends on the quality of the algorithms.

The operative question is this: Will shopping online without Gilt’s algorithm be as impossible to imagine in 2020 as surfing the Web without personalized ads is today? Will the road to an e-commerce revolution be paved with Gilt?

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