Understanding the unique shopper archetypes can reveal potential behaviors and help determine when, how, and where to connect with them during their customer journey.
Even identical twins don’t think alike in every way. They may have different habits, interests, and motivations. What persuades one to buy a pair of shoes might not work for the other. If even the closest demographic matches can differ, it’s no wonder your customers exhibit diverse shopping behaviors.
Your target audience may share age or location demographics, but their online shopping patterns can vary significantly. Recognizing these patterns can shape your marketing strategy, enhance customer acquisition, and strengthen brand loyalty.
With global retail ecommerce sales reaching $5.8 trillion in 2023—and projected to soar to $8 trillion by 2027—ecommerce businesses must understand the psychology of their customers. Here are the eight types of online shoppers and how to tailor your approach to reach them effectively.
Types of Online Shoppers
- Impulse shoppers
- Need-based shoppers
- Price-sensitive shoppers
- Bargain shoppers
- Research shoppers
- Loyal shoppers
- Window shoppers
- Ready-to-purchase shoppers
Online shoppers exhibit diverse behavior, ranging from impulsive buying to careful research. These shopper profiles can provide insight into how and when to engage them in their customer journey.
Impulse Shoppers
Impulse shoppers buy without much deliberation. Their decisions are often influenced by emotions, instant gratification, or compelling marketing. They may make purchases immediately after encountering a product or ad, which can boost your return on ad spend (ROAS). However, they are less likely to become long-term customers.
How to engage impulse shoppers:
- Create urgency: Use scarcity tactics like limited-time offers, flash sales, or FOMO-driven messaging.
- Suggest add-ons: Feature lower-cost add-on items during the checkout process to increase cart value.
- Capitalize on seasonality: Introduce seasonal inventory that resonates emotionally, encouraging quick decisions.
Avoid overusing urgency tactics, as they can alienate shoppers if perceived as manipulative.
Need-Based Shoppers
Need-based shoppers prioritize practicality, purchasing only when they feel it’s necessary. Their decisions are driven by solving a problem, so they typically conduct thorough research before buying.
How to convert need-based shoppers:
- Highlight solutions: Clearly communicate how your product or service addresses specific issues.
- Show social proof: Use customer reviews or influencer endorsements to build credibility.
- Provide visual evidence: Include product demos and images to demonstrate functionality and quality.
Price-Sensitive Shoppers
Price-sensitive shoppers stick to strict budgets and prioritize affordability over premium features. They often wait for discounts or deals to ensure their purchase aligns with their financial goals.
How to attract price-sensitive shoppers:
- Promote deals aggressively: Announce sales through emails, website banners, and social media.
- Offer free shipping: Reduce cart abandonment by eliminating delivery costs for orders over a certain value.
- Stay competitive: Highlight competitive pricing or justify higher costs with superior quality or added value.
Bargain Shoppers
Unlike price-sensitive shoppers, bargain shoppers focus on the excitement of getting a great deal. They’re motivated by the perceived achievement of saving money and will often switch brands for better offers.
How to engage bargain shoppers:
- Exclusive discount codes: Provide unique discounts to create a sense of rarity and exclusivity.
- Time-sensitive promotions: Implement flash sales to appeal to their thrill-seeking behavior.
- Demonstrate value: Use post-purchase engagement to show them why your brand deserves loyalty.
Research Shoppers
Research shoppers are methodical, taking time to weigh their options and review detailed information before making decisions. These shoppers prioritize transparency and credibility.
How to cater to research shoppers:
- Comprehensive product details: Write detailed descriptions that address common questions.
- Comparison tools: Include price comparison features to make their decision easier.
- User-generated content: Showcase social proof through customer reviews and testimonials.
Loyal Shoppers
Loyal shoppers consistently return to your brand, driven by positive experiences and trust. They are invaluable for generating repeat business and referrals.
How to nurture loyal shoppers:
- Engage proactively: Follow up with excellent customer service and personalized recommendations.
- Reward loyalty: Introduce loyalty programs with exclusive perks like reward points and early access to products.
- Foster community: Build an interactive brand community on social media or forums to strengthen their connection.
Window Shoppers
Online window shoppers browse without a clear intent to purchase. They may explore products or even fill carts but leave without completing the purchase.
How to convert window shoppers:
- Leverage pop-ups: Display enticing offers or discounts to encourage action.
- Send reminders: Use abandoned cart emails to re-engage potential buyers.
- Highlight popular products: Feature bestsellers to attract attention and drive decisions.
Ready-to-Purchase Shoppers
These decisive buyers know what they want and are prepared to complete their purchase quickly. Their primary requirement is a smooth and straightforward buying experience.
How to close sales with ready-to-purchase shoppers:
- Optimize website speed: Ensure your site loads quickly and operates smoothly.
- Perfect product pages: Include clear, high-quality photos, detailed descriptions, and compelling CTAs.
- Improve SEO: Implement strong search engine optimization strategies to rank higher in search results.
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