The result is clear: The lack of resources is the main reason for the non-personalization of online shops too. Especially the relevant user data, which are necessary for personalization solutions, present companies with great challenges: The new basic data protection regulation makes it even more difficult to offer an individual shopping experience by making user data available.
The two groups of participants are no longer in complete agreement on the further assessments. However, by calculating the average of the added votes of both groups, two further central reasons for the non-personalization can be identified: On the one hand the lack of technical know-how and on the other hand the current software, which is not able to provide the necessary capacities, e.g. extensive customer data. It therefore fails in the broadest sense because of the processes that take place in the background of personalization.