When customers purchase wine at a local retailer, they often rely on the expertise and recommendations of a knowledgeable salesperson. This benefit can be difficult to replicate on a website. Historically, Wine.com placed information for alternative wine selections on product pages, but these recommendation were not customized to individual users. These "static" recommendation were some time based on wines the company wanted on promote, or the price category and type of wine the customer was viewing at the time. For instance, a product page for a particular type of Chardonnay might display recommendation for three alternative brands of Chardonnay in the same price category. All customers viewing that page would see the same three recommendations.