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Passage 2 High street shops use a variety of means to attract shoppers, such as striking window displays, huge red Sale signs and special promotions. Online retailers also _1_ similar techniques to tempt people to their websites and to make a purchase. In the Internet _2_ years, online retailers competed on price, but today you just pay the same price online as offline. Any difference is made up by the delivery charge, says Gavin George, a partner at Itim Group, a consultancy. Todays online retailers are using e-mail marketing, personalized technology, smart search engines and _3_ in an effort to increase traffic and sales. Some online retailers are using _4_ e-mail services to encourage customers to visit their sites. The travel and leisure retailer Lastminute, for example, sends more than 2 million emails to customers every week. The content of the email is _5_ to fit the recipients age, lifestyle and other factors. Carl Lyons, head of marketing at Lastminute.com UK, says:E-mail is a different medium with its own culture, so you have to know how to use it _6_ if its going to be effective. What youre trying to do is to _7_ lookers into bookers. MyPoints is an _8_ scheme for online shoppers, which gives them points for reading e-mails,visiting sites and making purchases. The acquired points can be _9_ for a variety of goods and services. In the US, there are more than 10 million MyPoints registered users. The service is free to join and subscribers complete an online _10_ that produces 400 data points about them. | 
