Creating great customer experiences in ecommerce depends on having an understanding of the shopper’s mission or occasion – the situation that creates the need for a particular product. This chapter covers:

  • The mission: What are the main two components of a shopper mission?
  • Customer needs: What are the main reasons shoppers come to an ecommerce store of other touchpoint?
  • Customer understanding: What are the benefits of understanding customer context and intent, beyond maximising sales and conversions?