In your time as a business owner, especially during the holidays, have you ever noticed the different shopper types that walk into your store or browse your website?
It’s a worthy thing to observe. There's a wide variety of shoppers types, and it’s likely that you've seen all of them walk into your store at one point or another. Understanding these different types of shopper personas can lead to new ways that make the shopping experience easier for them and more lucrative for you.
Today we’re going to take a look at both in-person and online shopper types, so you can identify these guests and serve them as successfully as possible.
In-person shopper personas
Loyal Shopper - You probably already know when your loyal customers visit the store. We don’t have to explain much about them to you because you know their names and the items they buy. Keep your loyal customers close and nurture the relationships you have built with them. Pay close attention to their shopping habits so you can notice any changes that occur.
One way to nurture relationships with loyal customers is to ask them about ways you can help. Ask them if they were able to find everything they were looking for in your store. If not, try your best to provide them with the solution, even if it means a custom order. There’s not a better way to keep a loyal shopper than to go above and beyond for them.
Impulse Shopper - All the product offerings residing near the checkouts are positioned there because they are ideal for impulse shoppers; They’re typically inexpensive and desirable, like bracelets, lighters and clearance items.
Create displays near your register designed for impulse buyers by appealing to a quick sense of satisfaction and offering deals. If you have an array of sales items, try placing them near the checkout area to see if it leads to more impulse buys.
Bargain Shopper - Deals are a must for bargain shoppers. Even though everyone loves a deal, bargain shoppers typically won’t make purchases without a sale in sight.
The way to appeal to bargain shoppers is to make your sales noticeable. Share stories of your sales products online, through social media and email marketing. In-store and window signage will also help promoting to bargain shoppers from the street.
Need-Based Shopper - There are guests whom you won’t see all too frequently. These guests are mainly shoppers when they need to be. They don’t spend a lot of time or money with shopping if the necessity isn’t present. You won’t get need-based shoppers to buy impulse products, and they won’t be seeking only bargain items.
When these shoppers enter your store, they have a very specific intention in mind. If you were watching these guests closely, they’d probably go directly to the item or items of need. At this point, however, they may be presented with a decision between manufacturers of the same type of product. With these focused shoppers, your job is to help them choose between similar products, if necessary. You can also provide suggestions of related or aligned products, however, don’t be too surprised if they decline the offer. It’s important to recognize this aspect of need-based shoppers.
Uncertain Shopper - Some shoppers will come into your store and browse without fully knowing what to buy. This is a common sight, especially during the holiday season. You may see this type of guest wandering around, looking at and touching every thing you have to offer. If you see this type of shopper, approach them and ask if you can assist in the decision-making process. Personal recommendations sell best, so offer suggestions on your favorite products or give your person insight on what’s a good gift.
Online shopper personas
If you have an online store in addition to your physical storefront, you can pick up on some additional shopper personas that may help you understand your online guests’ behaviors better.
Hesitant Shopper - Some Internet users will enter your online store and select some items to purchase, then once they are nearly finished with the checkout, they will abandon right before paying and completing the transaction.
Some do this as a form of digital window shopping, but some shoppers do this because the shopping cart functionality isn’t up to par. This may mean not having a secure connection or complexity with the required order information. Others will decide against the purchase because of the price once it's tallied up, or they’ll choose to research other locations online.
There are online retailers that will send email reminders after a shopper has added an item to the shopping cart and abandoned at the checkout screen. These emails have proven to increase sales by 30% and more.
Techie Shopper - The techie shopper persona incorporates the aspect of in-person shopping and online shopping. These shoppers are very connected to digital, using their smartphones, tablets and laptops to make purchases online while using these same devices to find local store information and research products.
The best way to appeal to techie shoppers is to have clean, easy-to-use websites that are optimized for mobile devices. Having presence on social networks and in local search from Google Places, Yahoo, Bing and Yelp is a good idea too.
Active Shopper - An active online shopper will visit your site multiple times during the span of two weeks, make a purchase, and still visit your site again after purchasing. These are the shoppers you want to pay attention to and create relationships with. Try adding a field for their Twitter @username in their account profile. Then you can connect with them via social media and send them notes of appreciation for their business. Email works too. If they are local, ask them to say hello next time they’re in your store.
Do you keep track of the shopper personas of your guests? Please share your experiences with us.