Internet Retailer analyzed the website personalization efforts of 125 leading online merchants. Most of the retail sites studied used space on product detail pages to suggest other items for shoppers that were similar to the one they were browsing. The products showcased here usually were variations of a keyword match with the description of the item being viewed.

But a fair number of retailers went a step further with more advanced related product recommendations—like complete-the-look options. However, with fewer than six in 10 merchants doing more sophisticated personalization in that arena, there’s plenty of opportunity for improvement.

Here’s a look at how this group fared on these metrics with examples of how leaders executed these strategies.

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