For an e-commerce site, knowing the characteristics of its different types of consumers is key to improving the conversion rate and optimising sales. Suppose you can find out what users are looking for, and need, and what kind of relationship they are interested in building with the brand. Then it will be easier to implement effective marketing and communication campaigns to speed up the final purchase decision. In turn, the more information you have about your potential customers, the more profitable these acquisition and conversion strategies will be. With this information, you can tailor your marketing plan and pricing strategy to the needs of the 10 current consumer groups. Minderest will explain them all to you.
Common consumer characteristics in 2021
Generally, today's consumers present a series of common traits, mainly derived from the widespread use of the Internet and changes in brand-customer relationships. Today, consumers are active, because they have a wide variety of tools and resources to make their purchases, and search for commercial information, and they demand benefits. They are aware of their importance in the solvency of e-commerce sites. Therefore they demand quality and speed in the purchase process in addition to good customer service.
Traits of the 10 current consumer tribes
Impulsive buyers let themselves be led by impulses and buy what they want, or think they need, without thinking about it first. They are also knowledgeable about trends and new products and services on the market. They are mainly lured by eye-catching promotions, both in physical stores and on banners and social media.
The sceptical consumer is one of the most challenging consumer profiles to convince. They are occasional buyers who only use e-commerce when they need to purchase new products or services. Beforehand, they will have questioned and evaluated in detail the pros and cons of making the purchase. In this case, the best approach is to be transparent and give them as much information as possible about the articles. Emotional advertising will have no effect.
The main difference between optimistic and impulsive consumers is that although optimistic consumers enjoy buying, they pre-analyse the features and prices of the products that e-commerce sites offer. In addition, they are usually quite cautious. They look at other people’s reviews before deciding to make a purchase, and they attach importance to value for money. They are also willing to change brands if they think others give them better benefits, so you should take care of them and maintain a transparent approach.
A traditional consumer is more like the sceptic, but with fewer misgivings. These are classic users who buy on a need basis. They have a set budget and rely on known brands. Their profile is closer to that of in-store purchasers. In this sense, they value a good deal, the brand’s agility, and the quality of the after-sales service. This minimises the importance of direct advertising and calls to action.
Emotional consumers want to feel that they fully identify with the product and brand, so their mood influences the purchasing process. They are attracted by positive messages, and campaigns that appeal to their emotions, which create a need. You can communicate this kind of message mainly using online channels such as social media.
A practical consumer seeks to make their purchases as efficiently as possible. They have extensive experience in online shopping. They expect e-commerce sites to be perfectly optimised, with agile processes, well-known payment gateways, and responsive templates adaptable to any format. To gain their loyalty and ensure that they return to your store, review the functionality of your website, and implement the necessary changes. You can even report improvements via social media or email marketing.
The active consumer makes themselves noticed by showing the company the person behind the screen. They have a lower price sensitivity but allow themselves to be influenced by the opinions of other users. The best way to attract them to your e-commerce site will be to include them in your community of followers. They need to know that you are listening to them and value their opinion.
The indecisive consumer is also one of the most challenging profiles to attract. These are users who compare multiple websites and products before making their purchase, giving importance to both the price and the brand image of each e-commerce site. Anything they see as negative will be enough to abort the purchase process and make them opt for a competitor. Try to highlight the value of your products and show them why they are better than the competition.
9.- Experience seeker
The experience seeker expects to receive exactly what they have seen advertised. They expect the products and services offered to give them a new experience. They are not usually loyal to any brand but seek to be surprised all the time, both through the products themselves and with packaging, discounts, personalised messages, etc.
10.- Discount hunter
This group includes consumers who buy the products which have the highest discounts. They know the resources and websites they can use to locate and validate the best offers. They don't mind waiting for the items they need to lower in price. Exclusive and personalised promotions are the best way to encourage their engagement and loyalty.
In this context of such a wide variety of consumers, e-commerce sites must adapt daily to their needs and the market’s demands to maintain a competitive position. One of the most effective tools to achieve this is dynamic pricing, continuous price changes aimed at the target market, and in line with changes in supply and demand. With the help of automated repricing software, you can optimise your e-commerce site’s decision making and productivity.