Although e-commerce has changed the shopping industry, and has pulled in a record number of Millennial consumers with prices, selection, and convenience, it lacks the expertise of an in-store salesperson to give advice.

Although e-commerce has changed the shopping industry, and has pulled in a record number of Millennial consumers with prices, selection, and convenience, it lacks the expertise of an in-store salesperson to give advice. North Face is hoping to bring that personal touch online by starting conversations with their “Expert Personal Shopper” platform. Shoppers are asked a series of questions like “Where and when will you be using this jacket?” to receive personalized recommendations. Millennials are responding: North Face reports a 60% click-through rate to the suggested product pages with the tool. (DIGIDAY)