Knowing Shopper Personalities Gets the Till Ringing
With high gas prices here to stay, more consumers are thinking carefully about how far to drive to shop and how often. Combine this reality with increasingly demanding consumers and it’s more imperative than ever that retailers strengthen their efforts to understand who is in their stores and how to optimize a sale opportunity.
How many times have we heard about a shopper who is ready to buy and abandons ship because of an annoying clerk, an absent clerk, a long line-up, music that too loud, an item that’s out-of-stock, an item with no price tag – the list goes on and on. Attentive retailers deal with these issues by never letting them become issues; however, they also go one step further – they get to know their customers’ “shopper personalities” and market to them accordingly.
You may be asking, “What is a shopper personality?” In our work with retailers, we’ve observed that there are 4 main shopper personality types. A customer may be a mix of personalities; however, there is typically a “dominant” shopper personality that expresses itself repeatedly – across circumstances and categories. This observation is based on conversations with dozens of consumers and retailers.
Let’s get to know the 4 major shopper personalities:
1. Hedonist
Hedonists are about the pursuit of pleasure and self-gratification. For them, shopping is about fun, excitement, and ultimately, acquisition – lots of acquisition. Hedonists tend to be on top of trends, accessorize thoroughly in all areas of life, and be the first to get the season’s “must have” items. They are impulsive, energetic, and tireless when it comes to shopping for themselves and their family.
Spotting a Hedonist
Hedonists tend to be energetic, optimistic and determined. They are not going home empty-handed. They’re often well-dressed in the latest style, and interested and excited in almost everything on display. Hedonists can often be spotted with an armful of things to try on or an overflowing grocery basket – remember, they are easily tempted. They are also very likely to be carrying a bag or two from other stores.
Merchandising to a Hedonist
Appeal to their senses and let them touch, taste, smell, hear and try it all on. Hedonists love to be inspired, and beautiful displays, well designed signage, samples, and quick product demos will get them to try your product. Never forget that Hedonists are “try and buy” oriented. They love the entire experience! Appeal to their impulsive nature. Lots of ever-changing temptations throughout the store and at point-of-purchase will excite a Hedonist and you’ll find them adding extras to their purchases.
Servicing a Hedonist
Show them the latest, newest, trendiest items – they must have the “must haves.” For fashion, get a sense of their style and bring lots of things for them to try – the more the better. Make sure sales associates hover nearby for feedback, support, and most importantly, more sizes and colours. And for fashion retailers, re-think those item limits for fitting rooms. Only 5 items? Not nearly enough for a Hedonist!
2. Taskmaster
Taskmasters are about getting the job done – quickly and painlessly. For a Taskmaster, shopping involves ticking things off “the list,” and sticking to trustworthy routes and destinations. Taskmasters are not only thoughtful about where they shop – but when to shop to avoid crowds and line-ups. They tend to be practical, focused and take extraordinary delight in the power of efficiency.
Taskmasters tend to move quickly and may seem preoccupied -- after all, they are very focused. Look for Taskmasters early in the morning, and on slower days as they will do almost anything to avoid a crowd. They are most likely very familiar with your store and know exactly what they want and where to find it. They have a list, and your store is most likely one of several that they will cover within an allocated timeframe. Tick, tick, tick – watch the Taskmaster tick things off her list with pride and make notes on things to consider for the future.
Merchandising to a Taskmaster
Taskmasters shop with speed and efficiency in mind at all times. The faster you can connect them to their desired purchase, the better. This starts with the parking lot and extends to clear directories, signage, pricing, displays and a quick checkout process. They don’t like clutter, store reformatting or surprises of any kind.
Servicing a Taskmaster
A Taskmaster wants to go directly to their goal, so if they ask where something is, take them to it. They’ll appreciate the service and don’t like to get lost in the aisles. They’re also pretty clear about what they’re after, so listen carefully. If they want black pants, that’s what they want – not dark purple. Be straightforward, friendly, and avoid mindless chatter. Remember, the Taskmaster is most likely thinking about the next three tasks on his or her list. If there is one thing the Taskmaster appreciates, it’s someone who makes their shopping experience as quick and pain-free as possible.
3. Hunters
Hunters are all about -- the hunt. For a Hunter, shopping involves unwavering patience. The Hunter never pays full price. Hunters wait until coveted items go on sale. Hunters are always on the lookout for both practical and whimsical items at irresistible prices. They may not need what they ultimately purchase, but they can rest assured it was a real find, and that they have earned “bragging rights.”
Spotting a Hunter
Ah, the thrill of the hunt is what it’s all about – Hunters absolutely love a deal. Hunters will self-identify when they come in the door. You will see them look around for the “sale” racks and start their shopping there. They may look at regular priced merchandise, but it’s very hard for a Hunter to pay full price for anything . They will most likely ask about upcoming sales. Hunters often have their favourite spots, so chances are if you’re observant and offer really good deals, you’ll see them often.
Merchandising to a Hunter
Make it easy for a Hunter to find the bargains and use your signage to tell the story of the deal! They love a sidewalk sale, a clearance corner, two-for-ones, buy-one-get-one-free offers and gift-with-purchase offers, too. Hunters also know their labels and know a deal when they see one so don’t try to fake them out with really old stock – many are on top of the latest trends. Hunters love money-back-guarantees, so make your return policy signage obvious. Caution – they will definitely return it if they find it at a better price – even a marginally better price.
Servicing a Hunter
Stand back and stay out of their way. They are skilled hunters and really just need time to browse, dig and explore. Make sure the areas where they can find “treasure” is clearly marked – they would be very disappointed to miss anything. They may have questions about sale items, or pending sales or promotions – answer respectfully. They may not pay full price, but many will purchase lots of items. Plus, they tend to be great storytellers and will speak fondly – often boastfully of their experience to many others long after the sale.
4. Scientists
The Scientist is about logic. For a Scientist, shopping is a highly methodical event. Scientists live to research, analyze, compare and employ decision trees where necessary to arrive at the “optimal” solution. They are always on the lookout for figures, facts, and reports that can guide and support their decision-making process.
Spotting a Scientist
Scientists are all about considered decisions – not quick ones. Look for consumers who have a feature sheet to compare notes on products. They will also ask a series of questions when shopping for an item and may even ask questions about competitive brands to gather more information before making their purchase.
Merchandising to a Scientist
A Scientist loves data and research to back-up their choice, so comparative feature sheets, excerpts from magazines or credible third party endorsements are great tools for building reassurance. A Scientist has probably spent considerable time online doing their homework before they even get to your store. Be sure to provide information online that answers their questions before they even enter your store. Be transparent and as fact based as possible. In many ways, your internet presence is your store to the Scientist. By the time he or she arrives at your store, there is a good chance that they want to make the purchase.
Servicing a Scientist
Servicing a Scientist is one of the more challenging tasks in retail. There is a very high probability that a Scientist will know more than staff, but will still want to hear a sales person’s opinion. Make sure opinions are always supported by facts – a Scientist may not ultimately agree, but he or she will respect the staff representative and ultimately the store. Staff must know their products inside and out, know competitors’ products, and know how to listen as Scientists express their ideas about what they want. With Scientists we can guarantee, that sales staff will listen their way into a sale, and talk their way out of one.
A website with great content will go a long way for a Scientist, so make sure you have lots of meaty content. They love to comparison shop so your website is a great opportunity to show your strengths. A Scientist rarely makes quick decisions on a purchase, so it’s also important that you provide the right kinds of tools in-store. Brochures, information sheets, feature sheets, even relevant articles are all of value to the Scientist. This shopper will weigh everything – including service and service policies, so as long as you’re well prepared with solid products and services, you’ll do well selling to a Scientist.
Do you see your customers reflected in some of these personalities? Some stores attract more of one type than another, but most stores attract a mix. As high gas prices continue, and consumers frequent fewer stores less often, it will be important to understand them and to make sure that your store is set up to maximize all opportunities in terms of layout, merchandising, pricing, promotions and customer service. After all, shoppers who enjoy the store experience do tend to stay longer and spend more.
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