Every user undergoes an individual customer journey in the online shop. Nevertheless, there are certain shopping types into which users can be categorized, at least roughly. Working with such target groups allows an initial segmentation of users and thus a somewhat more individualized approach. This is how you get started in the world of personalization. We have picked out five exemplary shopping types and will show how they each can be best addressed in the shop.
Type 1: Existing customers
Existing customers are worth a fortune to online shops. They return again and again, buy frequently, and usually a lot of data about their interests and preferences is known. Existing customers actively engage with the product range, are always present for promotions and offers, and have subscribed to the newsletter.
Unfortunately, these customers are often neglected – after all, some might think that they’ll buy anyway and the budget is better invested in acquiring new customers. But this shopping type should also be kept happy and rewarded for their loyalty. So how can you retain existing customers? By responding to their specific needs – for example, with personalized recommendations that take their interests and preferences (e.g., brands, sizes, and styles) into account. Of course, a completely personalized homepage would be a dream come true – with recommendations, personalized teasers, interesting blog content, and a warm welcoming with their name (after logging in). Surely they would also love a loyalty discount or privileges and promotions exclusively for existing customers. Of course, these types of campaigns should not only be used in newsletters, but also on the website. Does the shop send out birthday newsletters? When clicking on the link here, the user can then be celebrated again on the website with confetti and flying balloons. This makes existing customers feel valued and keeps them interested in the shop.
Type 2: The spontaneous shoppers
Spontaneous shoppers often begin their journey via a search engine and become aware of a particular product, for example, through ads or organic search results. Accordingly, their customer journey starts on a product detail page. Often, users are not yet familiar with the shop.
To convince the users of the shop in order not to lose them again is particularly important here. First, you should clearly communicate product information and details about payment and delivery options. The shop’s USPs, seals of approval or other trust-building elements should be clearly visible as well. Spontaneous buyers entering the shop via Google Shopping ads must land on a page that focuses on the product. The challenge: If they don’t like the product, they will leave. Shops can easily remedy this by offering alternative products.
Even references to the current sale or suitable offers can attract the attention of the spontaneous user. Combined with a countdown, the urgency for a spontaneous purchase is increased. Before the spontaneous type leaves the page, the newsletter registration should be displayed to encourage long-term loyalty to the company.
Type 3: The occasional shoppers
Customers that only buy occasionally may be familiar with the shop, but lack the desired regularity of purchases. Thus, marketers must encourage them to interact more. Incentives such as contests or rewards by using a loyalty card or subscribing to the newsletter serve this purpose. By pointing out the benefits of a loyalty card or the newsletter, the customer may be willing to commit more firmly and also buy more regularly.
In order to make the most out of the visits, cross-selling or upselling products can be used. Matching accessories are then recommended for the articles that are currently being viewed, for the products in the shopping cart, or even for products that were last purchased. Upselling involves recommending a higher-quality product, which often costs more, but also offers more functions. However, the recommendation should still remain in the price segment that is appropriate for the user.
Type 4: The assortment professionals
Assortment pross collect information and share it with others. This shopping type always wants to know everything in detail, but is also happy to reveal this knowledge to other users. To this end, the assortment professional diligently compiles ratings and product reviews on social media and rating portals.
To win him over and retain his loyalty, you need comprehensive and informative product pages. Furthermore, he needs to be shown that his opinion is valued. For example, with user surveys, which he can answer regularly. The results should then of course also be used to optimize the shop.
If you want to encourage the expert to make a purchase, you should include personalized product recommendations in your strategy. In conjunction with a reward for participating in a survey – a voucher, for example – the likelihood of a purchase increases even further. In addition, the online shop can offer him the opportunity to share an article with friends and the social media community via social share buttons.
Type 5: The bargain hunters
Bargain hunters are always on the lookout for the perfect offer, making reduced prices particularly attractive to these types of shoppers. Unlike the other users, the bargain hunter often enters via a price comparison site and, like the impulse buyer, is usually not familiar with the shop. Thus, if he doesn’t find the right offer, he will be gone again very quickly.
It is therefore important to always draw attention to discounts on products. The most effective way to do so is to offer special prices or to highlight the savings in percent. In the menu, for example, the section “Sale” can be emphasized more strongly. Vouchers for the first purchase – which can also be limited in time by a countdown – also encourage customers to spend more.
For long-term loyalty, you could also remind shoppers to sign up for the newsletter when they leave the site. In conjunction with a price advantage for the next purchase, even the last shopping type has been successfully convinced.
Conclusion – Targeting and retaining shopping types
Users and their preferences are as diverse as the possibilities for addressing them personally. However, a few shopping types can be found in almost all shops. Addressing them with the right content increases customer loyalty and, ideally, sales. Do users really react as desired? Find out with A/B and multivariant tests!
Would you like to learn more about actions to target different users? Get in touch with us, we have several ideas up our sleeves from our experience with our customers.