3 personas who prefer customized online shopping


If we’ve learned anything from the events of the last two years, it’s that change is happening faster than ever and is headed for e-commerce, driven by changing consumer expectations.

Personalization is a superpower of e-commerce, but what passed as personalized e-commerce in 2020 and 2021 is evolving into ‘bespoke shopping’ that goes beyond basic algorithmic suggestions to provide richer online experiences that keep customers coming back .

This is according to data from The Tailored Shopping Experience: Meeting Consumer’s Online Expectations, a collaboration with Elastic pathbased on a survey of nearly 2,100 US consumers showing that 67% of consumers are aware of tailored experiences and willing to switch retailers to access them.

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 accurate product recommendations, better product customization, and hassle-free rewards.

With two-thirds of respondents declaring a healthy interest in these experiences, we want to meet these composable commerce fans and see what motivates them.

Personas by demographics

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“Product seekers” are younger and more focused

There are slow browsers and fast transactors. The group we identify as “Product Searchers” includes almost a third (30%) of consumers who show an increased interest in deeper personalization to quickly find items they already have in mind when they go online.

According to the study, “Their interest stems primarily from a desire to find a specific product they want and they are relatively less price conscious. Product seekers tend to be younger men.”

The demographics of this notoriously impatient group of e-commerce users are skewed towards millennials and bridge millennials, as we found that half of bridge millennials and 53% of millennials are “very” or “extremely” interested in each other participate in new, more personalized online shopping modes.

Interest is also high among high-income people — another data point consistent with millennials and bridge millennials — as 40% of respondents earning more than $100,000 a year say they are “very” or “extremely” interested in them are interested in more online shopping experiences.

tailored online shopping interest

“Demanding consumers” are networked, willing to make decisions

Those we categorize as ‘demanding consumers’ represent a small but influential group, and they are. Like product seekers, they know exactly what they want and are paying the right price for it.

With just 8% of consumers, this grouping wants “all aspects of bespoke shopping, including shipping, to be fast and affordable. They also want features that make shopping quick and convenient. They spend less time and money than product-seeking or delivery-oriented consumers. Sophisticated shoppers have slightly higher incomes, are more likely to be female, and are more likely to own more connected devices.

Because tailored shopping experiences focus on usability and “appeal to busy people who don’t want to sort through irrelevant product recommendations, filter products that are out of their price range, or overpay for shipping,” they’re ideal for discerning consumers.

Interested in bespoke online shopping

Delivery-Focused switches to tailored options

While delivery orientation describes a habit that many consumers have acquired since 2020, expectations around delivery play a bigger role in the experience as we move into Phase 2 of the digital transformation.

Concerned about online privacy and anxious to “get products cheaply and quickly”, “delivery-centric” fans of bespoke online shopping are more price-sensitive than other cohorts, but “they also tend to spend more on their purchases and spend a little more Time for online shopping. Delivery-oriented consumers tend to be younger males,” the study found.

After “Demanding Shoppers,” the “Delivery-Driven” persona is most likely to switch retailers to reap the benefits of tailored shopping experiences in 2022.

This is evident in the study data, as 45% of consumers are attracted by “easily finding the exact product they are looking for, and 41% by low-cost or free delivery. The second most important features mentioned are personalized recommendations, which are a priority for 36% of consumers, closely followed by fast delivery options, which are important for 35% of respondents.”

Probability of changing dealers

Get your copy: The Tailored Shopping Experience: Meeting Consumers’ Online Expectations



Around: PYMNTS’ survey of 2,094 consumers for The Tailored Shopping Experience report, a collaboration with Elastic Path, shows where merchants are right and where they need to up their game to deliver a tailored shopping experience.


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