eCommerce marketers are given a glimpse in the minds of shoppers as SteelHouse, a Behavior Commerce pioneer, reveals the 10 most common personalities of online shoppers. The Top 10 Shopping Personality Profiles, which was unveiled in the recently concluded Internet Retailer 2011 Conference and Exhibition, will help eCommerce owners get into the psyche behind consumers’ shopping motivations and behaviours.
According to SteelHouse, here are the 10 most common shopping personality profiles:
1. Distracted Shopper – Prefers to begin the checkout process but doesn’t always complete the purchase due to a number of reasons.
2. Premium Shopper – Prefers the best products, with premium brand names, latest features, and the most advanced technology.
3. Determined Shopper – Prefers to research products before making a purchase, ensuring to get the best deal or offer in price.
4. Active Shopper – Prefers shopping without always buying – just browsing. Incentives may help active shoppers complete a purchase.
5. Free Shipping Hunter – Prefers websites and products that offer free shipping.
6. Thrifty Shopper – Prefers refurbished or previously owned products, especially second hand items that are much cheaper than others.
7. Loyal Shopper – Prefers eCommerce stores that offer a rewards club or special rewards program, thereby becoming a loyal shopper to certain stores.
8. Methodical Shopper – Prefers to shop by product – the exact product. A web design with detailed site navigation becomes extremely helpful for Methodical Shoppers who browse until they find the perfect product.
9. Impatient Shopper – Prefers to search the product as soon as landing on the given page and shops at another eCommerce site if the product is not available at the previous one.
10. Wish List Shopper – Prefers online shopping but not always purchases. Every product is added to the shopping cart and completion of sale is determined based on what the total price will be.
SteelHouse CEO Mark Douglas believes that it is equally important to understand what drives online consumers to shop and purchase from eCommerce stores – the personalities and buying behaviours, so to speak. He also shares that knowing the personalities of an eCommerce store’s customer base will help them recognize who prefers free shipping, full prices, discounts, and sales. The personality profiles, adds Douglas, “enables marketers to present the right offer to the right type of shopper at the right time”, thereby increasing conversion rates and revenue.
