Treating customers as individuals in online retail

Goal: the purpose of current paper is to examine how five consumer characteristics (namely, hedonic shopping orientation, comparison proneness, confusion privacy concerns, and awareness control) influence need for different forms customer experience (CX) individualization. Methodology: study based on an online survey a representative sample 586 Russian consumers conducted in mid-2021. Several groups with preferences CX individualization are identified using cluster analysis; then multinominal logit modelling used define whether can predict group membership. Findings: results empirically confirm that differ demonstrate all do work predicting individualization, but their role varies strategies. Originality contributions: first jointly three strategies retailers may use interact customers: content personalization, product customization, interaction humanization. The shed light firms should addressthe diverse needs long-term