Jamie Jones

“I am loyal to brands who offer innovative & convenient ways to shop

online while providing personalized customer experience.”

Background
Age: 27 (Hou, 2019)
Education: Bachelor’s
Degree Business (Hou, 2019)
Job: Full-Time Software
Sales Specialist
Location: Vancouver, BC
Story
Jamie works from home selling business software to business clients and
assists in developing solutions that will result in value for client businesses
and positive revenue for her software company. She aims to maintain and
expand her existing client base to maximize her sales revenue through
providing meaningful and personalized selling experiences and developing
unique plans with her sales team to sell/promote company software (Cisco,
2021). Jamie communicates with her team members and clients through
video calling to create a personalized and genuine counseling environment.
As she is in front of a camera for most of the day, how she presents herself
professionally is important to her. She attends online seminars to stay
updated on the latest news and features of the software she specializes in
selling. She also stays informed with tech blog posts and social media
accounts to keep in touch with any other current technology news.

Channels/Preferred Content
• When Jamie is introduced to an unfamiliar brand, she assesses the value and quality of their website
pages, blog posts, tweets, and Instagram posts to raise her brand awareness and obtain the
information she needs before pursuing a purchase decision (Colicev, Malshe, Pauwels & O’Connor,
2018).
• Jamie is an avid social media user – she enjoys following and interacting with various fashion brands
and style bloggers. She relies on her online connections’ recommendations and endorsements to
help her gain confidence in purchase decisions (Pauliene & Sedneva, 2019) and find the right product.

Motivations Shopping/Purchase Preference

• Purchase affordable jewellery
seamlessly and securely from an online
retailer (Bulsara & Vaghela, 2020).
• Values a curated and personalized
customer service experience.
• Seeks compliments and affirmations from
friends, colleagues and brands themselves
about her purchase choices.
Challenges
• Finds trouble locating a product or
information she needs in the little amount
of time she has (Rubab et al., 2018).
• Being presented with too many options
that are not relevant or catered to her
lifestyle.
• Jamie is more likely to purchase clothing
or accessories if she sees her followed
content creators wearing or endorsing
them on their social media (Statista,
2020).
• Jamie does not have much downtime to
browse in brick-and-mortar shops for non-
essentials. She prefers shopping online
where brands are open 24/7 and can
locate what she needs within several
clicks (Kushwaha, 2020).
• Jamie appreciates when brands follow-up
via personalized email or social media
direct messaging as this reinforces her
buying decision and reduces cognitive
dissonance (Colicev, Malshe, Pauwels &
O’Connor, 2018).
 References

Bulsara, H. P., & Vaghela, P. S. (2020). Understanding the Role of Trust in Online Shopping Intention for

Consumer Electronics Products. Scholedge International Journal of Management &

Development, 7(3), 47–58.

Cisco. (2021). Sales Specialist - Cloud Infrastructure and Software Group - Calgary/Vancouver. Retrieved

22 April 2021, from https://jobs.cisco.com/jobs/ProjectDetail/Sales-Specialist-Cloud-

Infrastructure-and-Software-Group-Calgary-Vancouver/1322452?source=LinkedIn

Colicev, A., Malshe, A., Pauwels, K., & O, C. P. (2018). Improving Consumer Mindset Metrics and

Shareholder Value Through Social Media: The Different Roles of Owned and Earned Media.

Journal of Marketing, 82(1), 37–56. https://doi.org/10.1509/jm.16.0055

Hou, J. (2020). Online Shopping Patronage: Do Demographics and Psychographics Really Matter? Journal

of Marketing Development & Competitiveness, 14(5), 9–19.

https://doi.org/10.33423/jmdc.v14i5.3981

Kushwaha, D. wati. (2020). Preference and Satisfaction Towards Online Apparel Purchase: A Customer

Perspective. IUP Journal of Marketing Management, 19(2), 47–67.

Pauliene, R., & Sedneva, K. (2019). The Influence of Recommendations in Social Media on Purchase

Intentions of Generations Y and Z. Organizations & Markets in Emerging Economies, 10(2), 227–

256. https://doi.org/10.15388/omee.2019.10.12

Rubab, N., Shoukat, S., Shaheen, M., & Sandhu, K. Y. (2018). The Impact of Website Designing Factors on

Online Purchase Intention: Evidence from Fashion Brands. IUP Journal of Marketing

Management, 17(1), 53–72.

Yconic. (November 1, 2016). Share of young consumers influenced to purchase selected product

categories by social media content creators in Canada as of September 2016. Statista. Retrieved

April 21, 2021, from https://www.statista.com/statistics/679202/social-media-content-creators-

inlfuence-product-purchases-canada/