When you visit a brick & mortar shop often enough, the staff gets to know you and can recommend the best items for you, they learn about your habits and what you like. This can be done online as well, by personalizing the experience each visitor has on a website. The owner of the website can gather anonymous public data about the website users and create a unique experience for different potential customers, based on their location, the weather in their location, their search terms on the website, visited product pages and many other factors.