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How to categorize the types of shoppers using surveys

Surveys can segment your shoppers to make your marketing more effective. We can help.

Many companies are rethinking the way they do business since the COVID-19 pandemic. As you rethink business strategies, it’s more important than ever to understand your customers. With that in mind, companies are creating updated shopper profiles with detailed descriptions of their ideal or target consumers in an effort to know customers better and meet their purchasing needs.

Shopper profiles can include demographic, geographic, and psychographic information, but the key components of these profiles are the insights into how they shop and what drives them to make a purchase. This information helps you to develop a shopping experience that caters to the way your customers shop. Part of this process is categorizing your shoppers.

To categorize your shoppers, start with consumer segmentation. You may have already created buyer personas, but shopper types are different. They are focused solely on shopping and buying behaviors. Once you’ve conducted your surveys and gathered your data, you will be able to identify which of the eight common shopper types are your main shoppers.

Let’s explore those eight types of shoppers, so you can identify who shops with you. With this information, you can create tailored shopping experiences that facilitate purchases in-person or online.

We’re going to look at eight common types of shoppers. For each one, we will examine their general behaviors, needs, and action items that may help you make the sale with them. Do you recognize any of these types as your shoppers?

Bargain hunters, also known as discount shoppers, are found in most retail stores—both in-person and online. They are usually armed with discount codes, coupons, sales flyers, and promo codes. Bargain hunters rarely make a purchase if there isn’t a deal, and their purchases largely depend on price and the feeling of saving money.

This type of shopper needs deals and sales to motivate them to make a purchase. If bargain hunters are prevalent in your business, keep this at the forefront of your mind as you create a pricing strategy and/or rewards program that will provide ongoing satisfaction in their quest for the best deal.

Use these strategies to appeal to the bargain hunter:

  • Promo pricing
  • Anchor pricing
  • Sales on a predictable schedule
  • Flash sales
  • Clearance end-of-season items
  • Rewards program providing discounts

The browser is the customer who is walking through the store with no specific purchase in mind. Also called wandering customers, this type of shopper may have just happened upon your store and is curious about what it contains—they are not necessarily thinking of making a purchase.

The browser is typically motivated by an experience or connection, such as a souvenir purchase to remember a vacation or a tchotchke that reminds them of home. Gift, souvenir, and book shops often have a large number of browsers.

Marketing strategies that work with browsers: