Online shopping

3 Personas who prefer bespoke online shopping

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

Personalization is one of the superpowers of e-commerce, but what has passed for personalized e-commerce in 2020 and 2021 is evolving into “tailor-made shopping” that goes beyond basic algorithmic suggestions to deliver online experiences. richer line 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 US consumers and showing that 67% of consumers who know about tailored experiences and are willing to change merchants to access it.

We define bespoke online shopping as the use of known customer information to help merchants create customer-centric experiences and a unique feel for online stores with accurate product recommendations, better matching simple products and rewards.

While two-thirds of respondents express a strong interest in these experiences, let’s meet these fans of what’s also known as “composable commerce” and see what drives them.

personas by demographics

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“Product seekers” are younger and more focused

There are slow browsers and fast transaction agents. The group we identify as “Product Finder” includes almost a third (30%) of consumers who show increased interest in further personalization to quickly locate items they already have in mind when shopping. on line.

According to the study, “their interest comes primarily from the desire to find a specific product they are looking for, and they are relatively less sensitive to price. Product seekers tend to be younger men.

The demographics of this sadly impatient slice of e-commerce 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 new, more personalized online shopping methods.

Interest is also high among high-income earners – another data point that equates to millennials and bridge millennials – as 40% of respondents earning more than $100,000 a year are “very” or “extremely” interested in these online shopping experiences.

interest in bespoke online shopping

“Demanding consumers” are connected, decisive

Representing a small but influential group, those we categorize as “discerning consumers” are exactly that. Like product seekers, they know precisely what they want and the right price to pay for it.

With just 8% of consumers, this group wants “all aspects of custom shopping, including shipping, to be fast and cheap. They also want features that make shopping quick and convenient. They spend less time and less money than product-seeking consumers or delivery-focused consumers. Demanding shoppers have slightly higher incomes, tend to be female, and are much more likely to own more connected devices,” the study says.

Because tailored shopping experiences are all about ease of use and “appeal to busy people who don’t want to sift through irrelevant product recommendations, filter products out of price, or pay too much for the expedition”, they are ideal for the demanding.

interest in bespoke online shopping

“delivery-focused” will shift to bespoke options

While the focus on delivery describes a habit that a large number of consumers have acquired since 2020, as we enter phase 2 of the digital shift, delivery expectations play a greater role in the experience. .

Concerned about online data privacy and keen to “source products cheaply and quickly,” “delivery-oriented” 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 shopping online.Delivery-oriented consumers tend to be younger men,” according to the study.

After ‘discerning shoppers’, the ‘delivery-focused’ persona is most likely to switch merchants to reap the benefits of tailored shopping experiences in 2022.

This is specified in the study data since 45% of consumers are attracted by “easily finding the exact product they are looking for, and for 41%, low-cost or free delivery. Next come personalized recommendations, a priority for 36% of consumers, followed closely by fast delivery options, important for 35% of respondents. »

probability of changing merchant

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