When it comes to customers, there are two types of shoppers: the thorough shopper and the efficient shopper.
Typically, the thorough shopper exhaustively researches multiple options before making a purchase. They want to make sure they get exactly what they’re looking for, which can lead to some serious research time.
On the other hand, an efficient shopper doesn’t want to waste time doing research—they just want to know if a product is worth their money.
Retailers that understand this distinction can shape their approaches to acquire and retain customers, including developing content and leveraging social media in a way that’s tailored to each consumer type.
Consumers with kids at home are less efficient shoppers
In a recent survey of roughly 1,700 consumers by Gartner, it was found that younger customers are far more likely than older ones to be efficient shoppers.
There were no significant differences between respondents’ gender or income, with one exception: the percentage of efficient shoppers (47 percent) is higher among female consumers with kids at home than female consumers without (36 percent), signaling to retail brands that family responsibilities can reduce the time spent evaluating product purchase options.
When it comes to shopping, thorough shoppers are meticulous. They’re committed to finding the perfect thing, and they don’t stop searching until they find it. Efficient shoppers take a different approach: they like what they see, so they buy it.
But while thorough and efficient shoppers may differ in their approach, they both want the same thing: a great product at a great price. And that’s why social media is such a powerful tool for brands—consumers are more likely to buy things they see advertised on platforms like Facebook and Twitter.
This finding is particularly interesting because it supports the generation gap in social media usage.
One-third of efficient shoppers follow the accounts of social media influencers such as celebrities and other online personalities who promote or share brand-sponsored content—so they can do it too.
30 percent of thorough shoppers follow topic experts, such as popular YouTube channels or bloggers, who help them make informed buying decisions.
Social commerce has raised the stakes for brands, who now have to know how their customers are engaging with social media. This means that marketers need a better understanding of customer engagement than ever before in order to succeed on social platforms.
Product attributes are becoming more important to consumers.
In the past two years, most people have shifted their focus with regards to which product attributes they value when making a purchase.
The percentage of thorough shoppers who say that price is more important than it was two years ago has increased by 14 percent compared with last year’s number, while the proportion of efficient shoppers who place greater emphasis on getting the latest features rather than lower prices has dropped 9% over this same period.
For the same reason, it’s important for marketers to craft product descriptions that get across key features without confusing people who are looking to buy.
Social gaming platforms are emerging as a way for brands to appeal to Gen Z consumers. These virtual environments enable people to share and shop for products in styles that reflect their own personalities—even if the pieces aren’t necessarily affordable.
A continuous learning environment is a powerful tool for keeping your customers engaged.
The Thorough Shopper is an avid learner, and if your products require instruction to get up to speed, this type of information can be invaluable to her — both pre- and post-purchase.
Incorporating a learning environment, such as a university-type learning center with how-to videos, a blog for your product users or a tips newsletter, can be compelling ways to keep a Thorough Shopper involved with your product.
Effecient shoppers may just ignore this, or may use it sparringly but will never be turned off by more content unless it’s force on them.
Comparisons are useful for both types of shoppers: Both shoppers interested in learning more about the products you offer. He wants to explore all of her options, but he also wants to be able to easily flag specific products that interest him.
By displaying flagged products in a matrix, you provide your customer with the information she needs to compare and contrast different options. Quickly returning her focus on any given item will streamline decision-making for her.
Interactive Content works for All. This shopper is looking for a new laptop. She wants to see how it works in a variety of situations, like working on a plane or at the beach. She also wants to know how much money she’ll save by buying this particular model instead of others.
Help her make a decision by providing interactive content that shows how the product works in different settings and allows her to click on it for more information. The Efficient shopper may just browse, and the Thorough Shopper will go more in-depth.
This will help her understand how the product applies to her needs and discover uses she may not have considered. For larger purchases, interactive calculators showing the value of her investment can be highly persuasive. This shopper loves data so help her see how to use it in her decision-making process.
Diagrams and Product Features Help Everyone
You’ve probably heard the saying, “A picture is worth a thousand words.” But there’s another saying that we like even better: “A picture is worth a thousand sales.”
Do you know why? Because when a customer can see what they’re buying, they feel confident in their purchase and are much more likely to buy it.
So if your product solves an issue that your customers have, or if it helps them achieve something they want (like helping them lose weight or get fit), consider adding diagrams or illustrations that show the process for using your product.
They will help boost their confidence that your product will solve their problem and that they can use it competently.
When she asks for product information, give her more than just a list of features. Tell her why each feature is important and what it will accomplish.
Some shoppers will go in-depth, like the Thorough Shopper: She’ll research everything from buying guides to expert analysis, user manuals and use cases before deciding whether or not a product is right for her.
The Efficient Shopper, however, will use the list to comparison shop, and probably won’t go too in-depth but again, won’t be turned off by the information provided.
Customer-generated content has always been a great way to get your customers involved in the marketing process. But what’s the best way to use it?
One of the most effective ways to engage with your customers is by showcasing how they use your products in their everyday lives. Just look at GoPro, which has capitalized on this concept and made it central to its marketing strategy—and notice how powerfully that resonates with audiences.
By showing your customers how other people use and enjoy the products you sell, they have more opportunities to get excited about what’s possible. And because these images represent real humans just like them, it makes them feel connected—like part of a community!
Customer-generated content is a good resource for both types of shoppers because it offers immediate information and allows customers to continue searching if they need more.
When it comes to eCommerce, these are the best of times and the worst of times. Online shoppers have never had so many choices, and online sellers have never faced so many challenges.
Because eCommerce is growing worldwide, and online-only discounters continue to put pressure on traditional brick-and-mortar businesses, it’s more challenging than ever for business owners to differentiate their products.
But if companies are going to meet the demands of all types of shoppers, they first need to learn how to recognize — and satisfy — those demands.
