10. 2011 will be the year of “searchandising.” • You can’t give consumers too much customer-generated content. Shoppers are social beings who crave input from those close to them — and those not so close, but who may have valuable information to share. Consumers trust brands, but they trust other consumers a lot more. • Personalization will take on greater importance, • The Internet has driven pricing down to the lowest common denominator. This will create added pressure on retailers who do business online. Free shipping, won’t be enough to rouse shoppers.