One of the best things about retail is definitely the multi-faceted human experiences and because of this, retailers and store owners meet different kinds of people every day, from various walks of life. This is exactly how they are exposed to different kinds of shoppers - something that makes their job more exciting and challenging. Retailers need to use the knowledge they gain from these interactions to tap into these shoppers' psyche, so that they can sell to them more effectively.
Here are the five most common shopper personalities that retailers often encounter:
- The Informed Shopper
Also known as the 'Armchair Analyst', this group of shoppers is known for their smart shopping habits. For them, an integral part of the shopping process involves reading about a product, its reviews, comparing prices, checking sources and watching product videos before they enter a store. To engage with these shoppers, retailers need to capture their attention as early as the research stage.
To appeal to this set of shoppers, put your product's review, customer testimonials and information about your store on websites, apps and digital platforms. Remember that informed shoppers already know a lot about your brand's offerings, so the key to enticing them lies in providing them with information that they may not know. Detailed insights coupled with valuable information about your products and offered services will compel an informed shopper to visit your store!
- The Wandering Shopper
Wandering shoppers draw the most significant amount of traffic to a company, while spending very little. Wandering shoppers are 'window shoppers' who wander from store to store, looking around, without a set agenda in mind. They stroll through shops or apps to kill time, making them a tough target for retailers everywhere.
Highlighting your latest and best-selling products is the best way to attract them. Wanderers like to browse, so it is advisable that you arm yourself with good customer service and friendly staff to assist them, identify their interest areas and then recommend products they are likely to buy. Another way to engage them effectively is to encourage impulse buys. According to a study by Marketing Support Inc. and Leo J. Shapiro and Associates, about one-third of all consumers make a sizable buy every week, with a median purchase of $30. The chances of this happening is higher in a physical store. Here, you can offer unique customer experiences (CX) to these shoppers and woo them profitably.
- The Confused Shopper
We often see these shoppers all around us - at stores, at service establishments and even at grocery stores - holding up a line, taking forever to decide if they need cheddar cheese or parmesan. We have also been this shopper at some point of time or the other. Confused shoppers are indecisive and often don't know what they want or how to efficiently make a decision. Too much information or too little information can overwhelm them. In this case, it is best to use multiple touchpoints. If you see a customer spending too much time in the skincare products section next time, talk to them and understand what might interest them. The best way to engage them is to educate them on what your products can or can't do. This will cater to their need-based purchase and they will appreciate the guidance, thereby increasing your chances of gaining more loyal repeat customers. Addressing their concerns and going beyond selling your product will also help you crack down on winning their trust.
- The Bargain-Hunter
Bargain Hunters are customers who are always on the lookout for the best deals. Though always on the hunt for lower prices, this segment of shoppers can spend a large chunk when offered the best possible deals on overall purchases. These shoppers focus on pricing, and that is why the golden ticket here is to present them with lucrative discount offers, loyalty points and various incentives like cashbacks and entries to win prizes. They need to be convinced that certain deals and offers will help them save money in the long run and it is also necessary to weigh in on the quality of products. Be sure to send them alerts on upcoming deals that your physical and online stores are providing.
- The Chatty Shopper
To make sure you are not losing valuable customers, chatty shoppers should always feel heard. Friendly staff and store employees can help these shoppers navigate the store while keeping them company and holding their attention. The key with them is to be polite and simultaneously handle their needs.
Role of iRetail POS to capture customers insights and trends
A Forbes report claims that 67% of customers have become serial switchers, willing to switch brands owing to poor customer experiences. The reason varies from poor customer service to shoppers not feeling valued. Retailers must remember that no two shoppers are the same. With omnichannel retail gaining prominence today, shoppers need unique touchpoints to feel loyal to a brand. The best way to achieve this, is with the help of a modular POS. A POS helps retailers deep-dive into the minds of customers, to understand their buying behaviours and plan their loyalty programmes accordingly. iRetail suite of services tracks and customer data, to offer a comprehensive reporting framework that keeps retailers on top of trends and at the top of their game, consistently. Book a demo now and experience the best way to target all kinds of shoppers!