Experian research group identifies types of shoppers and how to market to them

No two shoppers were ever created equally.

Some people love shopping—they set their clocks by when the next advertisements are released and they enjoy the thrill of finding new products they haven’t tried before. Then there are the polar opposites—those who get in, find their product (never changing brands no matter what the price), and leave, breathing a sigh of relief as they slide into the driver’s seat. The difficulty for stores is knowing how to market their goods and services to these very different personality types.

In fact, Experian Marketing services says there are six different categories of shoppers. The Wall Street Journal recently reported the results of a survey Experian conducted to analyze American shoppers and their spending habits. John Fetto is the senior analyst of marketing and research at Experian and he said, “It is critical that marketers know which customers want a deal, who needs a deal, and who outright rejects them.” The importance of this knowledge, he said, is it “can help marketers tailor deals and discounts for the right audience, in the right channels. Further, these insights can also increase brand advocacy by strategically rewarding a brand’s most socially connected and influential shoppers.”

One type of shopper Experian identified is the “Deal-Seeker Influentials.” These shoppers make up 17 percent of the population and it doesn’t matter whether they’re reading a billboard, surfing the web via their smartphone, or flipping through a magazine’s pages, they are always on the lookout for the best and newest deals. Experian analysts said these Influentials “tend to be young, highly educated, socially active consumers who love shopping but don’t expect to pay full price.” They are highly likely to be influenced by deals they see on social media, are active online shoppers, and are often trendsetters within their social groups.

Then there are Deal Thrillers who are always looking for sales, but are unlikely to switch brands to get a better price. They are older, with an average age of 49, and they stick to the stores they know and trust. They are also fairly unlikely to use coupons. This is different from the Deal Indifferents category which with 30 percent of the population is the largest demographic of American society. These people don’t care about brands or price. Experian found, “60 percent go shopping only when there is something specific they really need. Because they do not care if they get a deal, marketers who employ a ‘mass-couponing’ strategy will waste valuable resources on this sizable group and miss out on profits they could have otherwise kept.

Thus, marketing must be tailored to groups most likely to pay attention. That’s why pay per call marketing can be such a lucrative option: it gets messages to the right people at the right time.

Source: Wall Street Journal

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