What is an example of a system implemented by online retailers to enhance customer experience?

The correct answer is Customer Relationship Management. This system is specifically designed to improve the way online retailers interact with their customers, managing customer data and enhancing the overall experience. A well-implemented customer relationship management system allows companies to track customer interactions, gather feedback, personalize marketing efforts, and provide better customer service. This personalized approach helps in building stronger customer relationships, fostering loyalty, and ultimately enhancing the shopping experience, which is critical for online retailers competing in a crowded marketplace.

In contrast, while business intelligence architecture can provide insights into customer behaviors and trends, it does not directly manage relationships or interactions with customers. Operational architecture focuses on the internal processes and may not directly relate to customer-facing experiences. Supply chain management, although crucial for delivering products efficiently, is more about logistics and inventory than directly enhancing the customer's shopping experience.