So you think your engagement strategy is on-point with an unbeatable multichannel strategy and a neatly allocated budget for paid marketing? Well, think again. If you aren’t taking into account the types of shoppers that visit your store, you are probably still way behind in hitting ‘perfect’.
Shopper behavior is a result of shopper psychology when it comes to making the final purchase decision. For instance, some people are naturally inclined to buying expensive, exclusive items. They like pampering themselves, irrespective of their income. Demography doesn’t play an important part here. Likewise, there are high-income earning people who will only buy things that they absolutely require. They might spend big amounts but will not spend often.
Looking at this diversity that exists, your marketing must take into account the shopper type that you are targeting. In this blog post, we discuss five types of shoppers and how to convert them. Let’s get started!
Types of shoppers your online store gets
1. The experience shopper
As per a CMO survey, “Forty-two percent of consumers will pay for a friendly, welcoming experience, and 52% would pay more for speedy and efficient customer experience.” These people are experience shoppers.
Most people don’t like buying from open markets and prefer malls because of the kind of experience that the latter provides. After all, malls provide easy car parking facility, which is something that open markets lack. This ‘experience’ of ease and comfort is what experience shoppers hunt for. Even if the product in a mall is five times costlier than that in the market, they’ll not mind. The experience shopper is rather more inclined towards the ‘feeling’ of buying. Give them an experience that eases their pain-points while shopping on-site and they’ll never visit any other store. It’s great if you can accentuate their on-site experience with visual treats like a 360-degree revolving photo of your products.
How to engage and convert the experience shopper
Understand that the experience shopper prioritizes the whole experience of buying – from browsing to buying to the product getting delivered. A seamless, frictionless buying experience is key to converting this shopper. However, that’s not all. Experience shoppers like the sensory appeal of your offerings too.
Think buyers of Sephora, Bath and Body Works, and Starbucks. All these brands make their customers ‘feel’ rich. To engage and convert the experience shopper you need to make them feel special. For example, sending them a web push notification that tells them they’re the first to know about an exclusive or limited-edition collection, is a great way to convert them.
2. The impulse buyer
Ready to make a purchase right away, impulse buyers are a huge opportunity for eCommerce merchants. However, it doesn’t mean that if a shopper is purchase ready he or she is an ‘impulse’ buyer.
The basic difference here is that shoppers who make impulse purchases haven’t pre-decided what they want to buy and from where. This is similar to when you go window shopping, see something you don’t need but really like and buy it right away. The great news is that if you can engage them at the right time, you have a huge potential for hitting a sale. Numbers show that five in six Americans make an impulse purchase. You can’t ignore this big a chance to make a sale!
How to engage and convert impulse buyers
Time-sensitive offers further push the impulse buyer towards sealing the deal. You know that if these users are highly inclined to buy a certain product, the only challenge that remains in getting them to make a purchase is the price of the product. The best nudge here could be a time-sensitive offer on the product that your impulse buyer is highly interested in buying and sending out a web push to notify them of it!
Additionally, easing mobile checkouts can help you convert him quicker. This way, you won’t need the shopper to make an add to cart from mobile and buy from the desktop.
3. The price-sensitive shopper
These people want full value for their money. They’ll visit multiple sites looking for the best price at which they can buy the product that they want. They’ll often also wait for the holiday season to get *that* product on a discounted price.
However, don’t think they are willing to compromise on the quality of the product just for the sake of price. They won’t buy a copy or a duplicate product. Just that if they get the ‘best’ price alongside a quality product, they’ll be more pleased. Also, did you know that 93% of shoppers use a discount code or coupon to make a purchase?
How to engage and convert the price-sensitive shopper
Discounts and coupon codes work great. However, if you don’t want to sell products at a discounted price you can even get the price-sensitive shopper to buy from you using bundled offers. Keep in mind that it’s not ‘low prices’ that such shoppers are looking for but the best value for their spend.
The best way to convert these shoppers is to reach out to them in a timely manner when the product they’re interested in shows a price drop. Using PushOwl, you can set up a price drop alert web push notifications in minutes!
4. The best product shopper
Just like the price-sensitive shopper, the best product shopper also spends a lot of time researching, visiting multiple websites, and making comparisons. However, all his effort and time isn’t directed towards finding discounted prices but rather finding the ‘best’ product suited to meet his needs. Even when they’ve made up their minds on where or what to buy, the best product shoppers will extensively read the feature list, specs, etc. just to be sure.
How to engage and convert the best product shopper
Nurture these shoppers with useful resources about the products that they are interested in. For example, if they’ve added ‘aloe vera gel’ to their wishlist, you can send them an email or a crisp web push notification that shares the qualities or the benefits of using the aloe vera product that your brand is selling.
5. The latest product buyer
These shoppers are early birds for anything that is new in the market. They want to own the latest trends to stay in style and flaunt how they are at the top of all trends! Be it fashion products, cosmetics, gadgets, or interiors, this category of shoppers are spread far and wide. Mobile phone addicts are a known type of ‘latest’ product shoppers. They’re quick to exchange their old phones for newer models in the market.
How to engage and convert the latest product shopper
Always keep these users informed about the latest variety and innovations that you’ve introduced. Push notifications work great for keeping your ‘latest product buyer’ educated about the fresh options you are now offering. However, don’t go overboard with information. Running targeted emails and web push notifications is the right way to keep this category of shoppers engaged.
Each shopper showcases distinct behaviors and has different interests. That’s why you need to continuously keep a track of your online shopper behavior, using analytics. This one step will take you a long way in understanding your target market better, improving the shopping experience for them and, cracking sales and conversions.