In a pursuit to know more about online shoppers, GroupM Next conducted a research that will help businesses identify and understand their target audience. The study also shed light on how you can reach and persuade these customers to make a purchase. Here they are:
- Basic Digital Consumers
These are the group of consumers that have the second-highest likelihood of buying online. 29% are digitally engaged and they use the search engines, retail sites and brand sites to research for the products they are interested to purchase. The buying triggers for them are right offer, discounts and promotions. They often make a purchase decision using a laptop or desktop. In terms of digital media exposure, the basic digital consumers have the highest percentage of remembering display ads. In fact, 10% said that display ads prompted them to research more about the advertiser.
- Retail Scouts
These are the consumers that are comfortable in shopping online. However, they prefer retail sites over brand sites. 22% are digitally engaged and they highly use the search engines and retail sites for product information. They are mobile users and are responsive to ads on tablets. The buying trigger for them is the right price for the product. They favor coupons that can be used both offline and online.
- Brand Scouts
Opposite to the retail scouts, brand scouts prefer brand sites over retail sites. 72% said that before they start their online shopping, they already have a specific brand in mind. They are not price-sensitive but they highly value perks such as free returns and free shipping. 20% are digitally engaged and these people give importance to video advertisements and display ads. The buying triggers for them include less buying friction and non-monetary incentives.
- The Digitally Driven Segment
These are the early adopters and they embrace the digital tools at their disposal. They value ease and convenience more than anything else. They avoid going to the brick and mortar stores because of the crowd and the sales people. They feel that online shopping gives them better price deals and faster transaction. The digitally driven consumers are brand advocates, with 14% going to a branded social media page before and after purchase. While they don’t prefer video advertising, they have the highest affinity for search ads. The buying trigger for them is consistent connection with brands at multiple touch points.
- Calculated Shoppers
These are your customers that use almost all platforms (search, retail sites, brand sites, social, local, portal) for intense brand research. They know what to purchase but they don’t have a specific brand in mind yet. Calculated shoppers take time to get the best deals and they have no urgency in making a purchase. They compare brands, prices and features using their mobile devices. They watch product videos and they value advertising because it gives them more information. Buying triggers for these shoppers are special deals and promotions.
- Eternal Shoppers
Eternal shoppers always ask: “Should I buy?” and “What brand do I buy?” Like calculated shoppers, there is no urgency for them to make a purchase. They will take time to research for product details using laptop and desktop computers. However, they don’t give too much value on promotions or prices, nor on convenience. These shoppers are all over the internet that is why search is the best way to reach them. They are also responsive to email ads. Buying trigger for them is excitement over the product.
As you can see, modern digital shoppers have different goals and shopping strategies. You need to understand each of them to successfully break the barriers in making a sale. Moreover, you need to utilize online tools and platforms that are relevant to your brand to ultimately reach them. In the nutshell, it is about adjusting to your consumers whenever and wherever they choose to shop.