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Show returning visitors what they had going, last-viewed products, cart contents, loyalty progress, without making them sign in or start over
Surface the items the customer is most likely to want next, with explicit handling of the cold-start visitor, the privacy-restricted slice, and the rule that prevents the recommendations from collapsing to whatever everyone clicks
Reorder category results to the visitor's inferred preferences, with a default sort for unknowns and an honest signal of when sorting is personalized
Recognize the visitor who came back without making them sign in, and degrade cleanly to a generic experience when you cannot