When you look around at your store displays, who do they seem to target? If you think the goal is customers in general, check out the different personalities that peruse your store daily.
An infographic based on data collected by Medallion explored various groups of shoppers and how stores can appeal to them. According to the results published by Entrepreneur magazine, in addition to keeping your brick-and-mortar store profitable, it should always look fresh, with well-organized store fixtures.
The ideal retail experience has eight steps, according to the source. It begins by employees making shoppers feel welcome, followed by guiding them to items they’re looking for while continuing to empower them as individuals. Next, staff should showcase something amazing, explain how it fits into the customers’ lifestyle and encourage them to make a decision. Once you complete the sales, show appreciation for the patrons.
Along the way, your employees should be focused on providing personal service, offering opportunities for feedback and catering lifestyle advice to each guest. You can use shopper events, new signs, loyalty programs and on-site promotions to engage customers from every faction.
Data-driven categories
The survey determined eight groups of shoppers: caretakers, indulgent shoppers, mechanists, advocates, conventionals, sophisticates, gradualists and students.
Caretakers are prone to repairing their belongings before buying a replacement, advocates spread positive messages about the brand yet can be demanding, sophisticates are willing to pay for premium products and gradualists seek the best deal of the moment. Meanwhile students research options before going shopping, and conventionals don’t have notable shopping behaviors.
The more traditional breakdown of shoppers revolves around five main groups instead of the eight more personality-driven arrangement above.
1. Purchase
Impulse shoppers walk into a store and are inclined to buy whatever looks good. It can be helpful to tailor your display fixtures to these customers because you may glean interesting customer insight and knowledge from their mannerisms, Business-Know-How determined.
You can improve your sales by arranging merchandise near the cash register. These items are often enticing for impulse shoppers, who can’t resist throwing one or two in their basket.
2. Return
There’s a popular concept in business studies that 20 percent of your customers drive more than 50 percent of your sales with their loyalty. As a result, it’s a smart business decision to focus on those patrons to boost your revenue. You can keep these customers on your team if you maintain contact through multiple channels and demonstrate how much you value them, whether it’s with a rewards program or special deals.
3. Wander
Although this faction of customers can cause a lot of foot traffic in your store, they aren’t often a source of revenue. They’re looking for a certain experience, inspiration of sorts or simply a task to occupy their minds. However, the people who browse your store, but don’t commit to a purchase, can still influence your brand’s reputation, according to Business-Know-How. They may talk to friends and coworkers about your store’s environment and merchandise.
4. Require
When these people head out to the mall, they’re on a mission. Armed with a goal, determination and a form of payment, need-based shoppers are focused when they enter your store. Swipley recommended helping customers who know what they’re looking for compare different models of similar products, but backing off when it becomes clear they’ve already made a decision.
Business-Know-How explained that need-based shoppers need an exceptional and personal experience because it’s easy to use Internet retailers when they only want one item.
5. Save
Discount shoppers peruse stores for deals and make purchases when the markdowns are attractive enough. Although they might not drive as much revenue as customers who buy full-price items, these thrifty patrons are useful to clear inventory that you’ve been sitting on too long. Swipley suggested using catchy signs and displays to communicate the sales you have each week.
