Online marketing should not only be about the
product you intend to offer but also about the behavior of your target
market. Nowadays shoppers are becoming very spoilt for choice, expecting
their online retailers to give them, as much as possible, a more
personalized shopping experience.
Here below are some
personality traits of the online shopper.
1.The first-class shopper
Recently in my office there was this talk about these new sets of ear pieces called beads which a colleague of mine actually ordered online. For my friend at work, shopping for premium names is his style as he is always looking for the latest Apps for instance, on the android platform.
Trait: So far as the product is coming from a well-known brand, he will go for it irrespective of the price.
My advice: Let him know the latest trend in most advanced markets, for example which celebrity is using the same kind of product. Also express what new features this new version comes with etc. Then close this, with a mouth- watering minimum order value that attracts some deal.
2.The unfocused shopper
There are people who before opening your site, have already opened two or three other sites. This could be their social network sites like Google+ or Facebook. This person will usually initiate a check-out process only to abandon it
Trait: It is obvious that his/her or concentration is not on just your page but rather on various different tasks.
My advice: Make an offer that will make them complete the check- out process. For instance, propose a discount on any subsequent order if their current one is completed.
3.The resolute shopper
In online business your competitor is just a click away. There are also others who will do a bit of research about products before attempting to make a purchase.
Trait: Here the shopper will have a look at the item over and over again via different sites, wishing for some reduction in price or some discount offer.
My advice: Get him to be sure that he is purchasing the right item and also at the correct price. This is when socializing your site matters. Here you can show him reviews from other users of the same item.
4.The active shopper
I have seen people walking through the aisles of the Accra Mall window shopping. Sometimes these people end up buying on impulse. It happens also in shopping online when people are constantly browsing but not making any purchases.
Trait: The above shopper is not looking for any special incentives but it will help to make him/her buy anyway. There are active shoppers who flip through lots of websites.
My advice: If possible try very innovative sale offers that will sweep them of their feet to do nothing but only buy.
5.The sparing shopper
Of course you don’t expect all visitors to your site to have the same purchasing power. When your target market is so wide that it covers almost all sectors of the social class, it is advisable to offer a slightly- used alternative to brand new items of the same kind. As seen mostly on Amazon, books of the same brand sometimes come with used ones at a cheaper price.
Trait: This shopper can sacrifice his need for the product and buy only if there is a slightly used one to save cost.
My advice: Provide the slightly-used alternative for this online shopper. Saving some money will definitely be a great incentive to make him buy.
6.The loyal shopper
This type of shopper does not only want to shop but wants to be rewarded and recognized for doing it. Airtel Ghana had a loyalty Reward Program which allowed customers to accumulate reward points with which they could redeem items at selected stores.
Trait: He is constantly counting his reward points and in the bid to accumulate more, he is driven to make more complete purchases.
My advice: Constantly remind him of how many points he’s got and how many more she needs to attain a particular reward point. Occasionally you can also offer higher points to overstocks and items ready for clearance.
7.The free shipping chaser
Some people only buy, when it will cost them nothing to have their products delivered. After all she can passes through the corner store to get what she wants.
Trait: The free-shipping shopper. That is:- no free delivery! No shopping!
My advice: Please do well to offer this shopper what he wants: Free shipping!
8.The orderly shopper
Observing a professor behind a PC at an internet café, it was very obvious that he knew exactly what he wanted. He quickly opened the page to this item and made his order and soon was out of the internet café. For him price is not an issue and all other marketing messages could even irritate him.
Trait: Shoppers like the professor don’t welcome distracting marketing messages or mouthwatering offers.
My advice: What is best for this kind? You have to make it easy for him to get to his page. If there is going to be any message at all it should be tailored to assist him get through your pages easily.
9.The intolerant shopper
Have you ever observed shoppers ask shop owners for a product in a harsh manner? I definitely have. They walk away briskly, angered by the fact that the shop did not have what they wanted. This happens online too.
Trait: These are people who for some reason are under some sort of pressure, be it work or academic assignments and are in need of straight forward solutions.
My advice: Kindly make the navigation through your pages easy and speed up your check out processes, avoiding all those long terms of conditions which people don’t read anyway. You can also make your offers as obvious as possible.
10.The wish list shopper
How many times haven’t you yourself added items and drop them later just when you realize that they cost more than you initially thought? During online shopping people keep adding and dropping items from their basket just to try and see if they can afford the total.
Trait: If this were a traditional shop, an attendant would quickly approach her and assist her make actual buying that suits her pocket.
My advice: Offer them deals for that day helping them to mix and match items appropriately to a total price they can afford. While they shop, you can flash deals in front of them.
As e-retailers approach marketing from a more customer point of view rather than product-focus, customers will get specific incentives that will drive them to complete check-out processes hence increase the number of actual sales.
1.The first-class shopper
Recently in my office there was this talk about these new sets of ear pieces called beads which a colleague of mine actually ordered online. For my friend at work, shopping for premium names is his style as he is always looking for the latest Apps for instance, on the android platform.
Trait: So far as the product is coming from a well-known brand, he will go for it irrespective of the price.
My advice: Let him know the latest trend in most advanced markets, for example which celebrity is using the same kind of product. Also express what new features this new version comes with etc. Then close this, with a mouth- watering minimum order value that attracts some deal.
2.The unfocused shopper
There are people who before opening your site, have already opened two or three other sites. This could be their social network sites like Google+ or Facebook. This person will usually initiate a check-out process only to abandon it
Trait: It is obvious that his/her or concentration is not on just your page but rather on various different tasks.
My advice: Make an offer that will make them complete the check- out process. For instance, propose a discount on any subsequent order if their current one is completed.
3.The resolute shopper
In online business your competitor is just a click away. There are also others who will do a bit of research about products before attempting to make a purchase.
Trait: Here the shopper will have a look at the item over and over again via different sites, wishing for some reduction in price or some discount offer.
My advice: Get him to be sure that he is purchasing the right item and also at the correct price. This is when socializing your site matters. Here you can show him reviews from other users of the same item.
4.The active shopper
I have seen people walking through the aisles of the Accra Mall window shopping. Sometimes these people end up buying on impulse. It happens also in shopping online when people are constantly browsing but not making any purchases.
Trait: The above shopper is not looking for any special incentives but it will help to make him/her buy anyway. There are active shoppers who flip through lots of websites.
My advice: If possible try very innovative sale offers that will sweep them of their feet to do nothing but only buy.
5.The sparing shopper
Of course you don’t expect all visitors to your site to have the same purchasing power. When your target market is so wide that it covers almost all sectors of the social class, it is advisable to offer a slightly- used alternative to brand new items of the same kind. As seen mostly on Amazon, books of the same brand sometimes come with used ones at a cheaper price.
Trait: This shopper can sacrifice his need for the product and buy only if there is a slightly used one to save cost.
My advice: Provide the slightly-used alternative for this online shopper. Saving some money will definitely be a great incentive to make him buy.
6.The loyal shopper
This type of shopper does not only want to shop but wants to be rewarded and recognized for doing it. Airtel Ghana had a loyalty Reward Program which allowed customers to accumulate reward points with which they could redeem items at selected stores.
Trait: He is constantly counting his reward points and in the bid to accumulate more, he is driven to make more complete purchases.
My advice: Constantly remind him of how many points he’s got and how many more she needs to attain a particular reward point. Occasionally you can also offer higher points to overstocks and items ready for clearance.
7.The free shipping chaser
Some people only buy, when it will cost them nothing to have their products delivered. After all she can passes through the corner store to get what she wants.
Trait: The free-shipping shopper. That is:- no free delivery! No shopping!
My advice: Please do well to offer this shopper what he wants: Free shipping!
8.The orderly shopper
Observing a professor behind a PC at an internet café, it was very obvious that he knew exactly what he wanted. He quickly opened the page to this item and made his order and soon was out of the internet café. For him price is not an issue and all other marketing messages could even irritate him.
Trait: Shoppers like the professor don’t welcome distracting marketing messages or mouthwatering offers.
My advice: What is best for this kind? You have to make it easy for him to get to his page. If there is going to be any message at all it should be tailored to assist him get through your pages easily.
9.The intolerant shopper
Have you ever observed shoppers ask shop owners for a product in a harsh manner? I definitely have. They walk away briskly, angered by the fact that the shop did not have what they wanted. This happens online too.
Trait: These are people who for some reason are under some sort of pressure, be it work or academic assignments and are in need of straight forward solutions.
My advice: Kindly make the navigation through your pages easy and speed up your check out processes, avoiding all those long terms of conditions which people don’t read anyway. You can also make your offers as obvious as possible.
10.The wish list shopper
How many times haven’t you yourself added items and drop them later just when you realize that they cost more than you initially thought? During online shopping people keep adding and dropping items from their basket just to try and see if they can afford the total.
Trait: If this were a traditional shop, an attendant would quickly approach her and assist her make actual buying that suits her pocket.
My advice: Offer them deals for that day helping them to mix and match items appropriately to a total price they can afford. While they shop, you can flash deals in front of them.
As e-retailers approach marketing from a more customer point of view rather than product-focus, customers will get specific incentives that will drive them to complete check-out processes hence increase the number of actual sales.
Culled from "So Who is Buying Online?" by Theodore Lawson
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