????消費(fèi)者購(gòu)買(mǎi)行為的這一根本性變化對(duì)于多數(shù)企業(yè)來(lái)說(shuō)都是一個(gè)挑戰(zhàn)，但同時(shí)它也是一個(gè)重大的機(jī)會(huì)。如果企業(yè)善于收集和分析用戶(hù)在購(gòu)物過(guò)程中公開(kāi)分享的相關(guān)性和個(gè)性化信息，那么他們就能抓住這個(gè)重大的商機(jī)，擴(kuò)大顧客基礎(chǔ)，促進(jìn)顧客的終身忠誠(chéng)度。

????要實(shí)現(xiàn)這個(gè)目標(biāo)，不僅消費(fèi)者的行為要發(fā)生變化，企業(yè)的行為同樣也要轉(zhuǎn)變。消費(fèi)者們顯然想要獲得相關(guān)的、個(gè)性化的信息，但許多消費(fèi)者也十分關(guān)心個(gè)人信息的隱私問(wèn)題。在這個(gè)問(wèn)題上，起決定性作用的是消費(fèi)者的心態(tài)。大多數(shù)亞馬遜（Amazon）的用戶(hù)希望亞馬遜保留他們的購(gòu)物歷史，利用這些數(shù)據(jù)為他們作出推薦，提供更好、更個(gè)性化的購(gòu)物體驗(yàn)。但是至少目前來(lái)說(shuō)，還很少有用戶(hù)希望Facebook這種社交網(wǎng)站保留他們的信用卡數(shù)據(jù)和購(gòu)物歷史。因此網(wǎng)站必須讓用戶(hù)獲得明確的回報(bào)，讓他們覺(jué)得網(wǎng)站獲得了他們的相關(guān)數(shù)據(jù)后，他們的購(gòu)物體驗(yàn)的確得到了提高。有了正確的價(jià)值刺激，消費(fèi)者才可能會(huì)更有興趣利用相關(guān)性搜索購(gòu)物平臺(tái)的諸多好處。

????總之，相關(guān)性搜索的時(shí)代已經(jīng)到來(lái)，而且正在為我們提供更好、更快、更智能的網(wǎng)絡(luò)體驗(yàn)。消費(fèi)者可以更輕松快捷地獲得需要的信息，而賣(mài)家們現(xiàn)在也擁有了一個(gè)千載難逢的好機(jī)會(huì)，可以行之有效地接觸目標(biāo)客戶(hù)、打造終身顧客關(guān)系。

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

????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.