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Retailers step up personalization on their websites

NEW YORK (AP) — Shoppers will see more personalization based on where they are and what they’ve bought before on the Walmart website, as the retailer and several other stores try to build stronger connections with shoppers used to the customization of Amazon.

Walmart says it’s including a section that highlights top-selling items in a customer’s location, feature services like online grocery that are available in the area, and make it easy for people to buy again items they’ve bought most often in stores and online. It’s part of an overhaul of its site set for early next month.

Several retailers have made efforts toward personalizing their websites for customers, but large-scale success has been elusive. Some smaller retailers like Stitchfix and Wayfair are further along.

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