Retailers Are Testing Facebook-Style Shopper Profiles to Battle Amazon

New software tracks every purchase you’ve made, product you’ve returned, ad you’ve clicked on and item you’ve tossed from your cart.

Jessica Ferro recently ordered $200 worth of makeup from Sephora’s online app—and then waited a month for it to arrive. Despite conversations with multiple customer-service agents, the shipment had gone to her old address in Joliet, Illinois.