Changing Profile of Retail Shoppers

A shopper profile is a description of a customer or set of customers. It usually describes a business’ target or ideal customer and can include demographic and geographic information as well as interests and purchasing patterns.

Essentially, everyone shops differently and thus has different shopper profiles. Maybe your customers enjoy browsing slowly or perhaps they stick to a list and are in and out. Shopper profiles identify different buying behaviors and what ultimately drives a customer’s decision to make purchases.

Understanding your shoppers’ profiles how they shop and what drives them to buy; will help you cater your store’s shopping experience to your unique shoppers’ needs and increase sales.

It is sometimes difficult to understand who is actually a decision maker while purchasing when a customer enters the shop accompanying someone else. Thus, everyone who enters the shop is considered as a customer. Still, it is necessary to identify composition and origin of the customers.

Composition of Customers: It includes customers of various gender, age, economic and educational status, religion, nationality, and occupation.

Origin of Customer: From where the customer comes to shop, how much the customer travels to reach the shop, and which type of area the customer lives in.

Objective of Customer: Shopping or Buying? Shopping is visiting the shops with the intention of looking for new products and may or may not necessarily include buying. Buying means actually purchasing a product. What does the customer’s body language depict?

Types:

The Loyal Customer

Loyal customers, or regular customers, are every retailer’s favorite. The loyal customer is someone who visits your shop often and makes regular purchases. You might even know them by name and have a rapport with them.

The loyal customer is a particularly important shopper profile subset due to their potential for profitability. In fact, loyal shoppers are the most valuable type of customer, with one frequently reported statistic indicating that loyal customers spend an average of 33% more than new shoppers at every visit.

Educated Consumer

With increasing access to product information, many of today’s shoppers fall into the educated or well-informed shopper profile. The educated shopper researches products or a store’s inventory online, reads customer reviews, and scans general pricing information before visiting the store. They also typically have an idea of what they want to buy by the time they make it in.

The Educated Consumer’s Needs

While the educated shopper can be tricky to help, they do have a few needs that you can use your marketing to address. The educated buyer wants to see the online products that you have in-store. Additionally, even though they have done research, the educated buyer will still want to ask questions to be sure that they really understand your products before making a purchase.

For example, at my boutique, we would often get customers who clearly had viewed our website or social media pages before coming into the store. In this case, they always had questions and wanted to see the exact pieces they had been eyeing. By furthering their product knowledge and giving them a chance to see the items in person, we were able to elevate their in-store experience and satisfy their need for understanding.

How to Market to the Educated Consumer

The biggest thing you need to provide the educated buyer is a cross-channel shopping experience that adds value to what they already know. This includes continuously updated websites and merchandising displays, in-store only products or services, and very knowledgeable sales staff.

When working with the educated customer, you should:

• Keep your website and store up to date: Most educated shoppers will check out your store online before coming in so they can see your stock and get an idea of what they want to see. To avoid disappointment, you want to be sure that the things you offer online are also available in-store and that your website is up-to-date with all your new offerings.
• Offer a great value: Since educated shoppers typically already know about pricing and features, these factors won’t wow them. Offer something extra like product customization, exclusive features, a special member price, or at least information that they wouldn’t have been able to find elsewhere.
• Provide a positive shopping experience: Many shoppers return to retailers not because of their product selection or even price point, but rather because of the overall experience they had shopping with you. Your customer service, loyalty program, and merchandising will make or break your shopper’s time in your store, so enhance those elements to create something memorable and positive for your shoppers.
• Equip your staff with product knowledge: Be sure that your associates are experts on your products and can answer any questions and provide a level of expertise not found through online research. At my store, for example, we had a binder with product information that included sizing, typical life cycle, styling suggestions, and compositions. Associates could reference and study the binder in their spare time so that they were ready to answer any customer concerns.

Indecisive Patron

Indecisive shoppers are looking to make a purchase but are reluctant or hesitant to do so because of price, information overload, or insufficient information. I know I ran into this type of shopper all the time at my store. They would try things on, but struggle to make a decision and constantly make excuses as to why they shouldn’t buy the piece.

When working with indecisive shoppers, retailers should:

• Ask questions: Determine the shopper’s buying needs by asking open-ended questions about who and what they are shopping for so that you can give precise recommendations. This will allow you to provide better solutions to their problems and calm any hesitations.
• Give honest advice: Shoppers who have a hard time making a final purchasing decision will appreciate honest advice, including personal experience or feedback from other customers. Telling someone that a piece is unflattering or giving them a piece of honest advice will build trust and result in more sales.
• Use visuals and/or data: Signage and marketing tools that display features and benefits of the products will help shoppers weigh their options and better understand your products. Feedback on bestsellers, product comparisons, pricing information, and expert reviews will all help make the indecisive shopper more assured and ready to purchase.
• Have a flexible return policy: Having a return policy or warranty can help assuage any fears of the product not living up to expectations.
• Offer product suggestions: As we know, the indecisive shopper has strong buying intent; they just might not know exactly what they want. Offering product suggestions will help your customer feel like they are getting the best products put in front of them and will help them find something they will feel secure about.

Mission-Driven Shopper

Mission-driven buyers are on the hunt for particular products or are shopping from a list. They are even sometimes called “list shoppers” because they so often come with a physical litany of things they want to buy. Others have termed them “need-based” and “reluctant” shoppers because, for them, buying is driven strictly by need and not because they necessarily enjoy shopping.

Retailers should do the following:

• Offer buy-online, pickup in-store (BOPIS): Time-crunched shoppers often choose to purchase from stores that let them place orders online and pick up the same day. Offering pickup services will also completely cut out all of the actual shopping for a mission-driven buyer.
• Have gift guides ready: Make shoppers’ lives easier by offering gift guides and other inspirational materials that will take the thinking out of shopping and make your customers’ shopping missions easier to accomplish.
• Utilize cross-merchandising: Shoppers in a hurry will appreciate items conveniently placed, such as bread by the deli counter or limes next to the beer display. Consider what items are typically purchased together and merchandise them near each other for convenient shopping.
• Have a clear store layout: Having an easy-to-navigate shop primarily comes down to the store layout that you choose. Be sure that you create good traffic flow and clear lines of sight so your store is easy to shop.

Impulse Buyer

Impulse shoppers make unplanned purchases based on items that appeal to them in the moment. I am sure that you have been in line at the grocery store or convenience shop and have grabbed a pack of chips at checkout. That is an impulse buy.

Retailers looking to cater to impulse buyers can:

• Tell the story behind the product: Small businesses have the advantage when it comes to selling products with a story; highlight local makers and other small businesses or products that have a specific tie to the local community so that shoppers experience an emotional connection with the products in your store.
• Make it easy to buy: Since impulse shoppers are buying on a whim, they want to make their purchases quickly and easily. Lines will turn the impulse buyer away, so ensure you have adequate registers or equip your staff with mobile checkout devices so that no impulse sale is lost due to traffic flow.
• Use labels, signs, and instructions: You can simplify the impulse buyer’s shopping experience through clear product labels and instructions. Make your store easy to navigate and engage with the impulse buyer isn’t going to be asking for help to make their purchase, so make sure they don’t have to.
• Train an attentive staff: An attentive staff will make all the difference for the big-ticket impulse buyer. By making product suggestions, helping with sizing, and overall accelerating and simplifying your customer’s experience, your staff will be able to better capitalize on the impulse shopper.
• Place small, inexpensive items by the register: The register is one of the top places the impulse buyers make their move. Line your register with small, inexpensive items that people can add to their carts on a whim.

Showrooming Customer’s Needs

The showrooming customer uses their in-store experience to get a feel for the product, scout out its price, and ensure that they are making the right decision. They then choose to purchase online to get an easier shipping and handling process and the best price. If you can give the showrooming customers peace of mind and simplify their shopping process, you will meet their needs and convert them into an in-store sale.

Retailers should:

• Sell specialized or unique products: The easiest way to ensure that customers don’t purchase online from a competitor is by selling products they can only get from your store. Merchandise such as private label products, custom-made items, or pieces from local suppliers are great options for creating exclusivity around your products.
• Start a loyalty program: A points-based rewards or loyalty program will incentivize shoppers to purchase from your business instead of a different online store because they can eventually earn discounts or free products.
• Offer product customization: Offer free in-store monograms or engravings on certain products or with a minimum purchase to incentivize shoppers to purchase in-store.
• Have a user-friendly website: Not every customer will buy in-store; make sure your online store and social media profiles are up-to-date and user-friendly so shoppers can still buy from you online.
• Offer warranties and price matching: Showroomers are often searching for the best deal and assurance that they are getting a good product. Show them that you can provide solutions to those apprehensions with product warranties and price matching.
• Streamline a hassle-free shipping and handling process: Make yourself competitive with online retailers by offering shipping and local delivery services so that customers don’t have to worry about transporting items themselves.
• Offer assembly services: Set yourself above the online big-box stores by offering assembly services for relevant products. Remember, showrooming shoppers are looking for ease, so cater to that need.

Browser’s Needs

Typically, the browsing customer is motivated to make a purchase based on an experience or a connection. For example, a browser might come across a candle with a smell that reminds them of their childhood. Or, they might talk with a sales associate for an hour about a fancy cheese and then buy it because they know its history and have formed an attachment. Ultimately, these emotional connections are what drives the browser to make purchases.

Browsing shoppers are especially common in gift and souvenir shops, boutiques and apparel stores, bookshops, and any kind of hobby shop. They also might just be killing time. Consider how you can foster an emotional or special experience in your store without interrupting your browsing shoppers.

Retailers should do:

• Provide a warm welcome: Browsing customers don’t respond well to pushy sales tactics, but that doesn’t mean you should ignore them. Even if a customer is “just looking,” say hello, offer assistance, and inform them of any sales or promotions.
• Have a comfortable environment: Retailers should pay close attention to the lighting, music, cleanliness, and overall presentation of their store; wandering shoppers are more likely to spend time (and possibly make a purchase) in a store that is neat and inviting, rather than harsh or unorganized.
• Design an effective store layout: Since browsing customers are not directly interacting with store associates, your store layout and signage serve as the primary guide; make sure popular, profitable, and bestselling items are prominently displayed.
• Offer small trinkets and easy-to-transport items: Even if shoppers are just browsing, small gifts or trendy items can still catch their attention; be sure to have an assortment of items that are eye-catching and easy to carry, as well as clear signage that illustrates product benefits. Browsers are often out and about, so small things that they can take with them will be an easier sell for this shopper.
• Create product stories: Market your products so they have a story and people see them as more than just goods. Use signage and create displays that show how your products can fulfill a need or want and fit into your customers’ lives.
• Allow for self-sufficient shopping: Allow browsers the space they need to explore and don’t interrupt their shopping experience by making sure that they can find all the answers to their questions without working with an associate. Write instructions and answers to frequently asked questions on flyers and signs, label everything, and ensure your store is navigable.

Bargain Hunter’s Needs

As you might have guessed, what bargain hunters need is sales and deals. If you find that you have a large bargain shopping demographic at your store, you will need to create a pricing strategy or rewards system that allows you to constantly provide offerings that will satisfy your shoppers’ quests for deals.

Retailers can do:

• Host sales on a predictable schedule: Many retailers have clearance sales on certain days of the week; for example, Express regularly has 40% off sales online from 6 p.m. to midnight on Sundays.
• Use promotional pricing strategies: Promotional pricing is a marketing strategy that uses bundles, gift-with-purchase, or discount pricing to drive more sales while also providing shoppers with a good value.
• Try anchor pricing: This is another pricing strategy where you display the original price and your own to demonstrate that your price is better without necessarily having to run a sale.
• Clear out end-of-season merchandise: Most retailers have some leftover inventory at the end of the season; appeal to bargain shoppers by hosting a heavily advertised end-of-season sale to help move old products and make room for new ones.
• Organize flash sales: Choose a typically slow or quiet time of day or day of the week to host a limited-time sale where shoppers can get a discount on their total purchase. This will draw your bargain shoppers in when you traditionally have low sales.
• Offer points and rewards: In addition to traditional sales, you can also create a loyalty or rewards program where customers automatically get rewarded for shopping and can use their points to get money off their purchases.