In my experience and research, there are eight different types of customers. While there’s no scientific proof, I believe customers have multiple personalities. So, you don’t always know who is walking in the door. Let me explain. I like to think of myself as a regular. I have the stores I LOVE to shop frequently. Most days, I am an #8. However, I’m in a hurry some days, so I’m #6. On Friday night, we went out to dinner, parked the car, and strolled in a new area; I’m then #3. My customer type changes depending on the time of day, my mood, the type of store I’m shopping in, and what’s happening now. I’m more of a #2 when shopping at the grocery store, but I think I’m more of a #8 when shopping at my favorite gift shop.
Let’s start with some of the easy ones:
- The Researcher or Showroomer
- Traits: Not any retailer’s favorite customer. Showrooming is a newer term and a growing trend among consumers. They still appreciate brick-and-mortar shopping but will make the final purchase online if cheaper. Spot these shoppers by noticing those using their phones to compare prices.
- Strategy: Highlight the value and quality of the product or experience rather than the price. For instance, online prices might be cheaper but don’t account for the days or weeks it could take to receive the products or the shipping cost. Purchasing in-store comes with immediate gratification. Highlight tangible in-store offers, like your excellent loyalty program or generous return policies. Employ great retail sales experts to convert more sales from this customer type.
- The Deal Seeker or Bargain Hunter
- Traits: Like showrooms but typically more focused on saving money. This customer type is just a little easier to sway to purchase. Researchers know what they want but wish to see it in person before purchasing. Deal seekers can be convinced and will impulse buy. This customer type might haggle on your pricing or openly complain about a particular product’s cost.
- Strategy: Add perceived value to the experience. Point out any promotions or deals. Offering flat discounts if they spend a certain amount can also be a great tactic. If you play it right, you may even get them to spend more than they ever planned based on how well you market your discounts and incentives.
- The Window Shopping Wanderer
- Traits: This is hard because they might not even walk in the door! They are shopping for sport. These are people like the morning walkers, after-dinner strollers, or the person headed to the accountant who happens to walk past your store. This is where experiential retailing is so important. They may not want to shop or purchase anything, but that doesn’t mean you shouldn’t try to push them toward stepping inside your store.
- Strategy: This is the market segment where curb appeal is paramount. Step one is getting them off the street and in the door. Once inside, approach with care. Don’t be pushy or salesy. Greet them, mention specials, welcome them, and offer help. Offering a glass of ice-cold water might be a nice hook to get them inside a little longer to cool off. You’ve offered them something, so they may feel more inclined to purchase. Coming off as too concerned with making a sale might annoy or intimidate them. The store’s physical layout might most impact this type of customer.
- The Decisive, Take Charge Type
- Traits: They know what they want. They look carefully at product descriptions, sourcing, prices, and reviews.
- Strategy: Make your presence known well before they even enter your store through your web/social presence. These folks are researching your store and products. Keep your store updated with accurate details on places like Google, Yelp, etc. Publicly address negative reviews and trolls. Stay active on social media as more and more consumer decisions are based on social media influences. Update your website performance. Once this customer is in your store, take a more passive approach to selling. Acknowledge their research and look for a way to make them feel important and cared for. They are most interested in the product’s overall value and experience, not just the price. Don’t give too much advice; never suggest an alternative option unless they inquire. This might stress them out and lead them to stop making the purchase.
- The Sociable Chatter
- Traits: Y’all know this customer! Friendly and interested in your store. This customer may talk too much. As a retail business owner, you might have to listen to a few boring or exciting stories, but there are worse things you could be forced to deal with.
- Strategy: Listen. Offer them signs of affirmation and show them you care. It’s okay to remind them that other customers are waiting. Honesty is always the best policy.
- The In & Out Sure Buyer
- Traits: Like the decisive type, the sure buyer already has their mind made up. On a mission to be in and out of your store in record time. They need that gift, and they don’t have time to spare.
- How to Deal Strategy: Keep your questions brief and offer short, straightforward answers. Don’t attempt to sell anything else to them. This is the type of customer you want to have the impulse items at the register—lip products, enclosure cards, bracelets, rollerball perfumes. They will add these on in an instant. This is also the type of customer who enjoys in-store pickup for quick shopping.
- The Angry, Demanding Pessimist
- Traits: Can seem impossible to handle. Many times, it’s not you, your store, or the experience inside your store. It’s something external.
- Strategy: Understand, listen, and stay calm. Try your best not to show any emotion at all. Ask them what they think would be a fair solution. Offer the best solution you see fit for the situation. Don’t feel obligated to go above and beyond. This type of consumer is the most challenging type to deal with. They might be having a horrible day and need grace, or maybe they are seeking to force deals or even trying to steal from you. This is admittedly a complex customer type.
- The Regular
- Traits: Your regulars brighten each day and make your retail store successful. Find ways to spoil them and show how much you appreciate their business and loyalty.
- Strategy: Offering a generous loyalty program is a great way to start. It incentivizes frequent visits. Host invite-only store events and give away small items or discounts. Gifts are a great way to make your regulars feel special without taking away a portion of a sale that would have been made anyway. Ask your sales reps what they can offer you to use as these giveaways. They always have extra samples that are perfect for this. This is an excellent policy to gain new customers who can make new regulars for your store. Everyone loves an unexpected gift!
As you read these and thought about your customers or maybe your own buying habits, did you find yourself having multiple personalities? Recognizing and catering to these eight diverse customer types can enhance the shopping experience for everyone who walks through your door, increasing satisfaction, loyalty, and sales.
Research Source: 8 Types of Customers in Retail: How to Handle Customers. https://koronapos.com/blog/types-of-customers-in-retail/