How to recognise and conquer consumer tribes

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How to recognise and conquer consumer tribes


Profile picture for user Maria Jose Guerrero

Maria Jose Guerrero

A group of potential clients who share the same tastes, lifestyles, aspirations etc. are known as a consumer tribe. The segmentation of the public into consumer tribes responds to the demands of the new online market. Today it is not enough to know the demographic attributes of a population group, such as their age, sex, or social class. To reach them, we need to delve even deeper into their needs. Based on this, Klarna, the Swedish financial technology company, carried out a new study that identified five consumer tribes. These tribes have arisen from the current digital transformation and the growth of e-commerce caused by Covid-19. We will explain their characteristics and needs so that you can tailor your sales strategy and pricing to each of them and increase the productivity of your online shop. 

The main conclusion of this study was that demographic factors are not the only thing that unites consumers. They share passions and values. Therefore, brands that focus their strategy on these common traits will have a stronger connection with their clients, thereby improving their brand image and profit margin.

What are the 5 current consumer tribes? 

After the pandemic, 5 consumer tribes, each with different characteristics, have been identified: 

  • Family Firsts 
  • Aspirational Achievers 
  • Here and Nows 
  • Savvy Fashionistas 
  • Conscious Consumers  

1. - Family Firsts 

This group comprises consumers with children, focussed on the well-being of the entire family. They make purchases not only for themselves but for all family members. The data reflects that they prefer online purchases due to their practicality. However, although as a group, it isn’t easy to win their loyalty as they are looking for the best option in terms of quality-price ratio. They do not build lasting bonds with brands. In concrete terms, 65% stated the importance of price in their final purchase decision. The best e-commerce solution to fit their needs would make their shopping experience as fast and flexible as possible, for example by enabling purchase without registration. 

2. - The aspirational achievers 

This profile includes clients who are financially comfortable but take the time to research every product and service before making a purchase. This means that if their buying experience is positive, it is much easier to gain their loyalty. In particular, the study results reveal that these consumers make 25% of their purchases with their favourite brands, and 67% stated that the reputation and trustworthiness of e-commerce sites are important factors. Among their favourite brands are companies that give them flexibility and convenience in payments and transactions.

What are the 5 current consumer tribes?

3. - The Here and Nows 

This tribe tends to be millennials. Their purchases seek greater enjoyment of life and the present. Although their purchasing power may be less, they spend more money than other groups on leisure and entertainment products and services. In turn, they tend most towards omni-channelling, as they make most of their purchases through social networks and marketplaces. The key to reaching this type of user is to offer them personalised and inspirational content, highlighting the brand’s values. Even more so right now when we are regaining our rhythm after the impasse caused by the pandemic. 

4. - The Savvy Fashionistas 

This group includes consumers inspired by influencers and social media. They are users who aspire to purchase unique products that make them stand out from the crowd but who only earn a modest income. The largest sample of fashionista users is currently on Instagram, a platform where brands must have a presence. Despite this, the loyalty of these users is hard-won as they love discovering new shops and products. Therefore, if you want to attract them, novelty is an essential factor. 

5. - The Conscious Consumers 

In this last group, you will find consumers with a profile closer to the consumer in a physical shop. They are users who give great importance to the credibility and reputation of the brand, so transparency and information are essential for them. These characteristics encourage 40% of these users to be loyal to their brands and e-commerce sites of choice. In turn, they make more purchases for practical reasons than for fashion or impulse buying 

Overall, the current context and characteristics of these tribes require companies to rely on technology to offer quality service and a satisfying purchasing experience. This includes having an e-commerce site with up-to-date functionality, pricing, and stock and production management tools to adapt to market changes and respond quickly to digital consumers.

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