Recommender systems are a technology that helps merchandisers implement a one-to-one marketing strategy. The recommender system analyzes a database of consumer preferences to overcome the limitations of segment-based mass marketing by presenting each customer with a personal set of recommendations. Of course, recommender systems are not a complete solution. It is still necessary
to record and use other consumer data, such as preferred credit card and shipping address, to deliver complete one-to-one service to consumers.