Among the different types of customers, we can see certain behavior patterns that your store can leverage to get better results. We know that defining a target audience requires us to understand how that audience behaves and how this affects everything from store design to the deals on offer.
That’s why we’re going to show you the most common types of customers in the market and how to reach them head-on. Keep reading to learn more!
What are customer types?
We can’t generalize about our customer base. But we can gather enough information from it to categorize it and understand which actions and experiences are most effective at driving conversions. When we talk about customer types, we mean that everyone who visits your store will fit into a pattern.
In doing so, we’re defining how the buying behavior of most people should be observed and leveraged so that a retailer can achieve better results.
The truth is that we’ve never had so much information about shoppers as we do today. In the digital age, gathering consumer data and extracting business intelligence from it is far less complex than it used to be. A few decades ago, you had to conduct face-to-face surveys to better understand customers; today, we can use third-party studies and information gathered inside the store itself, without interrupting the shopping experience.
Internet of Things sensors are just some of the resources available to collect data without affecting customers. They observe common behaviors to draw conclusions that are relevant to the business, such as identifying which products attract the most attention at the point of sale.
When this data is combined with the information the brand gathers from social media interactions, it generates insights that change the business owner’s perspective and allow them to create more value for those who visit the POS.
One way researchers categorize customer types is by buying behavior. Among most shoppers, we can observe five different interactions that shape the in-store experience.
We call them: task mode, social mode, explorer mode, fun mode, and inspiration mode. These are categories that apply to everyone who walks through your store’s doors, describing a range of shopping styles and approaches.
How does each of these customer types behave?
Considering the five models we mentioned, it’s not hard to imagine how each of them behaves at the POS. Here are some examples of shoppers’ buying experiences.
Task mode
Task mode describes the consumer who knows what they want. They frequently visit the same stores and are certain about the purchases they want to make. You might recognize them as the person walking through the store with a list in hand, or who arrives at the point of sale already well informed.
They know the brand, price, and size of what they want. That’s why the service they need is more targeted and focused on creating an experience that gives them speed and presents the options they’re looking for.
Social mode
Social mode is quite different from task mode. It’s made up of people who see shopping as a group activity and enjoy going to stores with friends. These people are more willing to try new products and spend more time in the store, which is where they make their buying decisions.
The social customer may have something in mind, but they’re more likely to buy something when it’s suggested to them than the customer in task mode.
Explorer mode
The explorer doesn’t leave home with goals in mind. They don’t always plan to buy something out of need or desire. They walk into stores because they want to see what’s available and, because of that, are more likely to be drawn in by offers and experiences that provide a sense of well-being and positive interactions. They already know the brand, products, and services, but they expect “something more” before making a purchase.
Fun mode
The customer in fun mode is ready for an adventure, like the explorer. But they don’t just want to buy a product. They want to have an experience that leaves them satisfied and breaks them out of their routine.
When they spend time in a space, they’re more likely to buy, especially if they have time to weigh their options, as in a bookstore. Sitting down, having a coffee, and flipping through pages is what makes them feel good.
Inspiration mode
The customer in inspiration mode isn’t looking for a single store or a single product or service. They want to be part of the spaces where they shop and go to the mall as much to buy as to sit down and work on their laptop. They look for items that improve their life and experiences that make their time worthwhile.
What does it take to serve all these customers?
The first step to serving every type of customer well is understanding which ones come to your store. In addition, you need to look at which products sell and how consumers perceive them.
The same store can fit into two categories and doesn’t need to limit itself to offering a single shopping experience. Nor should it be tied to a single strategy.
Think of a clothing store. While it’s frequented by social customers, it’s also a great place to attract explorers. What matters is that it can deliver value to every persona it reaches.
The better you know your audience, the easier it is to understand which of these modes they shop in. And the easier it is to reach them on multiple levels at the POS.
A satisfied consumer, whatever their type, will come back to your store and buy more. Winning them over at the first opportunity is what makes it possible to sustain a relationship and achieve good results.
Understanding the different types of customers will help you do business more efficiently and sell more. From personalized service to offering options that weren’t previously available on the market for this audience, there are many changes you can make in your store to embrace a wide range of consumers and build their loyalty.
Did you enjoy learning more about customer types? AliceWonders can help you create a better shopping experience for all of them. Talk to our team right now!
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