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Persona template for: The ethical online shopper

Save time and money by starting with this 'The ethical online shopper' persona example. Learn how to make your retail / eCommerce website easier to use for Sally. By putting the user first (in this case Sally), you will be creating an experience that meets Sally's expectations, supports their goals and remedies any pain points. This persona example could be used for the retail / eCommerce industry.

Meet 'The ethical online shopper', named Sally

"I love shopping but seeing some of the recent documentaries on the fashion industry and the impact on the environment, has been really eye opening"

Sarah loves shopping online and will often talk about her purchases with her friends.

Sally wants to buy ethically  but finds that websites don't always information much information about their sourcing and manufacturing processes. 

This persona is motivated by career progression and reputation. This persona is 25, lives in the suburbs and works in the city. Sally is single, has no children and is often kept busy with going out with her friends and keeping fit.

People like Sally are comfortable with technology.

Sarah has recently seen documentaries on the environmental footprint of the fashion industry and really wants to feel good about her purchases.

How Acme Shoes can help Sally

Sally has come to Acme Shoes because Sally's goal is stay up to date with fashion trends. Acme Shoes could help Sally with this goal by offering great quality products with excellent customer service, but one of the reasons why Sally has not yet engaged with Acme Shoes is concerned about the sourcing of the materials and how the manufacturing of the products has impacted the environment.

Website visit goals for www.acme-shoes.com

Learn how to make your website easier to use for 'The ethical online shopper' persona.

'The ethical online shopper' has recently been visiting websites in the retail / eCommerce sector and has arrived at www.acme-shoes.com. Sally has found that most of the websites in the retail / eCommerce sector have similar messaging and wants to know the main points of difference of Acme Shoes.

Important
Website goals Barriers How we can help
Browse products and see how quickly they can be delivered A menu structure that's not logical Making the menu structure more intuitive
To find a list of the materials used in the product and where they were sourced from No information is on the website regarding materials nor their impact on the environment. Provide the details and icons on each product regarding the materials. Also allow shoppers to narrow down lists of products by materials.
To find information about the the conditions in the factory where the products were made The information provided does not enable Sally to get a feel for the working conditions. Provide a photos or a video that shows the conditions and perhaps profile some of the workers to tell their story.

Technology

Comfort level with technology

Sally is comfortable with technology.

Time

Spare time

On an average day, Sally has very little spare time.

Jargon

Jargon familiarity

Sally is fairly familiar with the industry specific terms that are used in the retail / eCommerce industry.

Social media usage for Sally

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: very high usage
Twitter: medium usage
LinkedIn: low usage

Devices that Sally uses to access the Acme Shoes website

Computer

Desktop / laptop

Sally uses a computer to access the Acme Shoes website at work and at night.

Tablet

iPad

Sally uses a tablet to access the Acme Shoes website while watching TV.

Mobile

Smart phone

Sally uses a mobile to access the Acme Shoes website when traveling on public transport.

The ethical online shopper
Stats for 'Sally' insert_chart
  • Life-stage: beginning their career
  • Age: 25 years
  • Annual income: $51,000 - $70,000
  • Industry: marketing
  • Internet usage: many times a day
  • Social media usage: very active
Relationships group
  • Marital status: single
  • Children: no
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: native

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More persona templates for the E-commerce / retail industry

See persona examples and templates created using our persona generator tool.

Show me personas relevant to my industry:
The environmentally conscious buyer persona, Sarah

Persona template: 'The environmentally conscious buyer'

Sarah
This persona template is relevant to the retail industry.

Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

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