Wal-Mart's website to customize shopping experience based on purchase, search history

Economic IndicatorsAssociated Press

Wal-Mart is making changes to its website to personalize the online shopping experience of each customer.

The company is rolling out a feature that will enable its website to show shoppers more products that they may like, based on their previous purchases. It also will customize Wal-Mart's home page based on where each shopper lives, showing local weather and events, as well as the customer's search and purchase histories.

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So if a new mom just bought a stroller or crib on Walmart.com, the revamped website might recommend diapers and car seats, too.

The move to personalize websites for shoppers has become a top priority for traditional brick-and-mortar retailers like Wal-Mart as they play catch up with Amazon.com, which pioneered customizing content for shoppers.