Here are a few key shopper psychographics I’ve observed:
The deliberate shopper: These people have done their research. All they need is a sales associate to process the sale. These shoppers are the easiest to deal with because factors like price, size, color, etc. are really non-factors as long as the exact product they’re looking for is available and on display for purchase.
The unsure shopper: I like helping these shoppers because they have a direction in mind, but need a little convincing or reinforcement on their decision. I work with handbags, so most often it is a matter of weighing the pros and cons of a few different bags based on the purchaser’s intended use for the bag.
The negotiating shopper: I know in some countries and at some ‘less corporate’ stores you can haggle prices, but don’t try it in a chain store. I appreciate the fact that you want to buy six handbags to give to your family back in your home country, but prices are fixed unless there’s a flaw in the product.
The deal, special, and clearance shopper (not to be confused with the coupon shopper): Some shoppers ask what’s on sale before even browsing the selling floor. They refuse to buy anything that isn’t discounted. I can respect that, but asking the question “when is this going on sale” is not answerable. Play the sale betting game like everyone else – and if it goes on sale within 10 days of purchase, bring it back for a price adjustment.
The coupon shopper: I am amazed at the intense need (yes, it is a need for some people) to utilize coupons. I get coupons for my favorite stores fairly frequently, but I use maybe 25% of those coupons. The coupon shopper does everything in their power to use their coupons, even if it means buying extra items they didn’t need in order to meet the qualifying purchase requirements.
The lonely shopper: This shopper is out by herself, but needs a second opinion. This is where my job goes from sales associate to shopping buddy. You’d be amazed at the decision-making that goes into selecting the right pair of nylons for work vs. a wedding or selecting the perfect handbag for a business trip vs. a cruise. Being an unbiased friend to these shoppers not only helps them make a decision, but also makes them feel good about the decision.
The gift shopper: My favorites are the men shopping for their girlfriends, wives, mothers, etc. who have no clue about handbags. Explaining the benefits of a particular bag is enlightening for these shoppers because they never knew how much thought goes into the purchase. Another gift shopper includes those shopping for their younger relatives (wants advice on what is trendy for the grandkids).
The aspirational shopper: These shoppers are necessarily in the store to buy anything, but they like to look and dream about the products they wish they could afford. Working with the higher-end handbags, I encounter a lot of these shoppers and sometimes it’s fun, sometimes it’s just sad. Fun times are when the person is absolutely smitten by a handbag, is upbeat, and almost regrets not being able to purchase the bag. Sad times are when the person is seriously considering purchasing a bag out of their price range and either their conscience or their shopping partner (often a husband or boyfriend) reminds them that it’s just not in the budget. The fun aspirational shopper realizes that it is fun to wish; the sad aspirational shopper might consider forgoing groceries to buy that bag.
In a retail environment it is fun to see the categories in action, and as a shopper it is interesting when I recognize my own shopping habits falling into one or more of these categories. Recognizing how a person is shopping is beneficial to the seller because she can tailor her sales pitch to fit the consumer behavior. Recognizing one’s own behavior is certainly beneficial in making wise purchase decisions and perhaps correcting some bad shopper behavior.
Are you one of these shoppers? Do you know shoppers that fit these categories? What other types of shoppers are there? I would love to hear your stories and opinions.
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