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Template for 'The online shopping professional' persona, Sarah

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

Meet 'The online shopping professional', named Sarah

"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.

Sarah 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. Sarah is single, has no children and is often kept busy with going out with her friends and keeping fit.

People like Sarah 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 Sarah

Sarah has come to Acme Shoes because Sarah's goal is stay up to date with fashion trends. Acme Shoes could help Sarah with this goal by offering great quality products with excellent customer service, but one of the reasons why Sarah 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 online shopping professional' persona.

'The online shopping professional' has recently been visiting websites in the retail sector and has arrived at www.acme-shoes.com. Sarah has found that most of the websites in the retail 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

Technology

Comfort level with technology

Sarah is comfortable with technology.

Time

Spare time

On an average day, Sarah has a moderate amount of spare time.

Jargon

Jargon familiarity

Sarah is fairly familiar with the industry specific terms that are used in the retail industry.

Social media usage for Sarah

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 Sarah uses to access the Acme Shoes website

Computer

Desktop / laptop

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

Tablet

iPad

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

Mobile

Smart phone

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

The online shopping professional
Stats for 'Sarah' 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 ethical e-commerce buyer persona, Sally

Persona template: 'The ethical e-commerce buyer'

Sally
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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  • create your own bespoke personas,
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