Shopper Occasions and Missions in Ecommerce

Chapter 2 of Ecommerce Best Practice: Generating Demand

In order to best serve customers in ecommerce, marketers must understand the motivation behind different shopper missions and occasions. This chapter looks at these, and the behavioural and psychographic signals associated with them.

By Neil Perkin

4 minute read

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?