Meet the 3 Personas Who Prefer Tailored Online Shopping Experiences
If we’ve learned anything from the events of the past two years it’s that change is happening faster than ever and it’s coming to eCommerce, shoved by shifting consumer expectations.
Personalization is one superpower of online commerce, but what passed for personalized eCommerce in 2020 and 2021 is evolving into “tailored shopping” that goes beyond basic algorithmic suggestions to deliver the richer online experiences that keep customers coming back.
This is found in data from The Tailored Shopping Experience: Meeting Consumer’s Online Expectations , a collaboration with Elastic Path , based on a survey of nearly 2,100 U.S. consumers and showing that 67% of consumers who know about tailored experiences and are willing to switch merchants to access it.
We define tailored online shopping as using known information about customers to help merchants create customer-centric experiences and a unique feel for online stores with precise product recommendations, better product matching and uncomplicated rewards.
With two-thirds of respondents expressing healthy interest in these experiences, let’s meet these fans of what’s also called “composable commerce” and see what motivates them. ‘Product Seekers’ Are Younger and Focused
There are slow browsers, and there are fast transactors. The group we identify as “Product Seekers” comprise close to a third (30%) of consumers who show heightened interest in deeper personalization to quickly locate items they already have in mind when they go online.
According to the study, “Their interest comes primarily from the desire to find a specific product they want, and they are relatively less price-sensitive. Product-seekers tend to be younger males.”
The demographics of this infamously impatient slice of eCommerce users lean toward millennials and bridge millennials, as we found half of bridge millennials and 53% of millennials “very” or “extremely” interested in engaging in a new more bespoke online shopping modes.Interest is also high among high-income earners […]
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