Dynamically normalizing product reviews

A computer system, comprising:

• a processor;
• a display device;
• a memory device coupled to the processor;
• and
• one or more computer readable storage media coupled to the processor, wherein the one or more computer readable storage media contains program code executable by the processor via the memory device to implement a method for normalizing product reviews of a vendor's virtual storefront comprising steps of:
• customizing, by the processor, a virtual storefront of a vendor to settings of a user profile of a user initiating a connection to the virtual storefront of the vendor;
• based on the customized virtual storefront, displaying, by the processor and in a graphical user interface (GUI) of the display device, first product reviews associated with first product data, the first product reviews being based on first one or more characteristics included in the settings of the user profile of the user;
• receiving, by the processor, a request by the user to normalize the virtual storefront of the vendor to second one or more characteristics of a target user selected by the user, the second one or more characteristics of the target user being different from the first one or more characteristics of the user, and the target user being a person for whom the user is shopping to purchase a product;
• in response to the receiving the request, querying, by the processor, a data source for a profile of the target user;
• transforming, by the processor, the virtual storefront of the vendor by normalizing second product reviews associated with second product data, the second product reviews being based on second one or more characteristics included in the profile of the target user so that the transformed virtual storefront is customized to the second one or more characteristics included in the profile of the target user and no longer customized to the settings of the user profile of the user;
• annotating, by the processor, portions of the normalized second product reviews by highlighting keywords that are (i) included in the second product reviews and (ii) a basis for a purchase by the user of the product for the target user;
• prioritizing, by the processor, the normalized second product reviews in an order based on amounts of the highlighted keywords included in the second product reviews;
• displaying, by the processor and in the GUI of the display device, the normalized second product reviews associated with the second product data and based on the second one or more characteristics of the profile of the target user, the normalized second product reviews being displayed instead of the first product reviews and in the order based on the amounts of the highlighted keywords, and the highlighted keywords being included in the displayed normalized second product reviews;
• using the transformed virtual storefront and based on the displayed normalized second product reviews, completing, by the processor, a purchase of the product by the user for the target user;
• and
• in response to the completing the purchase of the product by the user for the target user, re-customizing, by the processor, the virtual storefront to the settings of the user profile of the user so that the re-customized virtual storefront is no longer transformed to be customized to the second one or more characteristics of the profile of the target user.

A computer program product comprising:

• one or more computer readable storage media having computer readable program code stored on the one or more computer readable storage media, said computer readable program code containing instructions executable by one or more processors of a computer system implementing a method for normalizing product reviews of a vendor's virtual storefront comprising steps of:
• customizing, by the one or more processors, a virtual storefront of a vendor to settings of a user profile of a user initiating a connection to the virtual storefront of the vendor;
• based on the customized virtual storefront, displaying, by the one or more processors and in a graphical user interface (GUI) of the display device, first product reviews associated with first product data, the first product reviews being based on first one or more characteristics included in the settings of the user profile of the user;
• receiving, by the one or more processors, a request by the user to normalize the virtual storefront of the vendor to second one or more characteristics of a target user selected by the user, the second one or more characteristics of the target user being different from the first one or more characteristics of the user, and the target user being a person for whom the user is shopping to purchase a product;
• in response to the receiving the request, querying, by the one or more processors, a data source for a profile of the target user;
• transforming, by the one or more processors, the virtual storefront of the vendor by normalizing second product reviews associated with second product data, the second product reviews being based on second one or more characteristics included in the profile of the target user so that the transformed virtual storefront is customized to the second one or more characteristics included in the profile of the target user and no longer customized to the settings of the user profile of the user;
• annotating, by the one or more processors, portions of the normalized second product reviews by highlighting keywords that are (i) included in the second product reviews and (ii) a basis for a purchase by the user of the product for the target user;
• prioritizing, by the one or more processors, the annotated normalized second product reviews in an order based on amounts of the highlighted keywords included in the second product reviews;
• displaying, by the one or more processors and in the GUI of the display device, the normalized second product reviews associated with the second product data and based on the second one or more characteristics of the profile of the target user, the normalized second product reviews being displayed instead of the first product reviews and in the order based on the amounts of the highlighted keywords, and the highlighted keywords being included in the displayed normalized second product reviews;
• using the transformed virtual storefront and based on the displayed normalized second product reviews, completing, by the one or more processors, a purchase of the product by the user for the target user;
• and
• in response to the completing the purchase of the product by the user for the target user, re-customizing, by the one or more processors, the virtual storefront to the settings of the user profile of the user so that the re-customized virtual storefront is no longer transformed to be customized to the second one or more characteristics of the profile of the target user.