Customers like to see recommendations and give their opinion and they appreciate being part of a community. Build your site for your customer, welcoming your customer and with the ability to listen to them and allow them to voice their opinion. The statistics say you'll build customer loyalty, and who knows you might feel pretty good about it as well.
Of course Amazon does this well. Note the "Welcome Susan Barnes. We have recommendations for you." at the top of the Amazon screen. They remember me and are adding value by showing me recommendations. That means that Amazon is thinking about me. Are you thinking about your customer or your business?
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