Customizing the Shopping Experience and Enhancing Sales
Did you know that there is a difference between a shopper and a consumer? A consumer is someone who is primarily concerned with making a purchase. These are people who are fulfilled by what they buy, and only what they buy. A shopper, on the other hand, seeks satisfaction from the process of shopping as well as the product. In short, as a study on WPP’s website shows, “Consumers use, Shoppers buy.” They recommend selling to the Shopper, while realizing that Consumers are going to make informed purchases of what they feel best suit their needs, regardless of their shopping experience.
For instance, a Shopper may be more likely to buy more from a website that is easy to navigate intuitively, rather than one where technical know-how is a must. They are likely to browse and are often young, affluent and educated people. A Consumer is more likely to know exactly what they are looking for and go searching directly for it, by either using a search function on a website or going directly to the appropriate aisle in a store. They are not as likely to browse.
It is important to note the demographics of your customers so you can cater to their specific shopping needs. Tempt shoppers with pleasantly arranged displays of goods and interactive experiences that allow them to make on-the-spot decisions about what feels like the best choice. They may be drawn to colorful items or something that is perceived as luxurious and is also an easy decision to make.
For example, a Consumer who is going out to buy data storage for his computer may go directly to the aisle with computer storage and pick up the least expensive drive with the amount of memory they need. A Shopper, on the other hand, is more likely to enjoy looking at the colorful displays of sleeves, like a Bubble Case from Manhattan, and specialty hardware like gateways and storage that accompany the other computer accessories in the store. They are likely to look for the specific amount of storage they need, as well as something that is personally appealing: something in a bright color, or that reflects an interest, such as sports. They are more likely to be willing to pay a little more for something that makes them feel happy, whereas a Consumer is looking for what they came in for, and nothing more.
For online shopping, creating a customized browsing experience will appeal to Shoppers. Recommendations based on previous purchases and what Shoppers have looked at before encourages them to look around and compare products—things that make Shoppers enjoy the shopping experience and more inclined to make bigger and repeated purchases from your company. Catering to this impulse can greatly enhance the shopping experience for this key personality type, and will also provide Consumers with the information and ease-of-use that they crave.
If you are fastidious in appealing to Shoppers, it is likely that you will also provide an experience that appeals to Consumers. Being aware of the needs of all your customer demographics will help you present your product in a way that encourages purchasing and allows your business to thrive. For more information on how to prepare your business for shoppers or for ideas on other products that appeal to a certain segment of consumers speak with your sales rep today.