AI has a big old blind spot
I was thinking about doing a post about the key variables needed to create a really targeted customer profile so, of course, I headed over to ChatGPT to see what the robots say. The list below does a good job of laying out the basics, with one glaring omission—there was nothing about whether the customer likes browsing or just buys. That’s actually a pretty huge behavior to miss. Under Demographics, in the gender section, it does mention that shopping behaviors often vary by gender, but it doesn’t explain how they differ, or why.
Take a moment to ponder that. Think about how differently women and men shop. I mean, It’s not that I NEVER see a man in Home Goods, it’s just that I see WAY more women. Women love to browse, shopping is a hobby, and women can have a great shopping day without buying anything. I guess it’s like fishing, you don’t need to catch anything to enjoy the experience.
Okay, so we all know that AI isn’t infallible, but since most of AI has been designed by men, there’s a pretty high likelihood that AI doesn’t understand women any more than men do. This is creating a huge blindspot for marketers who want to harness the power of AI if their customers are women.
1. Demographics
•Age: Online shopping preferences vary widely by age, with younger generations often more digitally engaged and older generations having different spending patterns.
•Income Level: Income affects spending power and can guide product pricing and promotional strategies.
•Gender: Especially relevant for stores targeting specific products, as shopping behaviors often vary by gender.
2. Geographics
•Location: Country or region is critical for understanding shipping logistics, tax considerations, and seasonal marketing. Some locations may also have specific cultural or legal considerations.
•Urbanicity: Online shoppers in urban areas may prefer fast shipping, while suburban or rural audiences may respond better to offers that mitigate shipping times or costs.
3. Psychographics
•Lifestyle & Interests: Online stores can benefit significantly from knowing customer interests (e.g., fitness, fashion, eco-consciousness) to personalize product recommendations, tailor marketing campaigns, and choose relevant social media channels.
•Values: Knowing if customers prioritize things like sustainability, luxury, or budget-friendly options helps in positioning and marketing.
4. Behavioral Factors
•Buying Behavior: Understanding frequency, timing, and average order value is essential for promotions and email marketing, especially to target repeat purchases or maximize average cart size.
•Shopping Preferences: Knowing if they prefer mobile shopping, desktop, or specific payment methods can guide user experience optimization.
•Brand Loyalty: Identifying brand loyalty levels helps in determining how much to invest in retention efforts versus acquisition strategies.
5. Technographic Variables
•Device Usage: Knowing if the audience shops mainly on mobile or desktop helps optimize the store for the right device experience.
•Preferred Channels: Essential for targeting the audience on the right platforms, whether it’s social media, email marketing, or search engines.
•Digital Engagement Level: Some customers engage more with email, while others are more active on social media or have a high trust in online reviews. This affects where and how to market.
6. Needs & Pain Points
•Convenience Needs: For online shoppers, convenience is often paramount. Insights on shipping expectations, easy returns, and quick customer support can drive conversions.
•Price Sensitivity: Determines if the target audience prefers discounts, installment plans, or premium experiences.
•Product-Specific Pain Points: Knowing pain points related to the product type (e.g., sizing issues in fashion or reliability in tech) allows the store to address these directly in product descriptions and support.
7. Influences & Motivations
•Social Media Influences: Online shopping is highly influenced by social proof and recommendations from social media, making this a priority for building brand trust and generating conversions.
•Motivations for Purchase: These include reasons like self-care, lifestyle enhancement, productivity, or gift-giving. Tailoring marketing messages to resonate with these motivations can increase sales.
