Abstract

The demand for personalization functions in e-shops is increasing steadily. In order to fulfil customer requirements best and to stimulate the customer’s buying experience positively, companies are aiming at an easy technical solution to the integration of ERP master data, CRM data, and transactional data from web shops. The current paper presents the state of the art in personalization in e-commerce and summarizes remaining problems. An integrated toolset, the so called PersoBOX, is introduced as a solution which connects the realm of ERP systems with web shops. We present a schematic architecture of the PersoBOX describing the data flows, as well as processes and functions to be implemented. The presentation of the architecture is a preliminary result of an ongoing research project in the area of personalization.

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