Some former Amazon managers are fine-tuning an app that, in effect, becomes shoppers’ personal CRM profiles. Today, shoppers interact with specific retail sites and, maybe, develop a profile with that retailer. But every time that shopper visits a new e-tailer, it all has to start anew.

Part of the approach of this new app, called Mona, is to create a shopper app that gathers a ton of customized shopper information and then shares it with every participating retailer the shopper visits. If Mona stopped right there, it would be quite interesting and compelling. I use Amazon quite a bit and it can be very helpful that the app knows my delivery address and payment details and lots of product preferences. If I have very little time, I go to Amazon because it will be the fastest experience.

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