5 Types Of Users You Will Find In Your Online Shop – And How To Engage Them

Online shopping has changed the way people buy. Consumers are actively looking for brands that offer personalized experiences. An overwhelming 70% of them say they will shop exclusively with brands that personally understand them. 51% of American adult consumers are doing more shopping online, and more than a quarter (29%) do all of their shopping online. To reach your customers individually, you have to take into consideration who they really are.

Every day, we meet a bunch of new, fascinating people – each one of them with different interests that fit their personality. The best way to address these very different people online and make their shopping experience more personal is by knowing which type of customer they are.

There are certain shopping types into which users can be categorized, at least roughly. Working with target groups allows an initial segmentation of users – and thus a somewhat more individualized, personal approach. In order to offer every user exactly what they need and thus win them as loyal customers in the long term, you’ll have to recognize the different shopping types and address them precisely.

To help you out, I have picked out five types of online shoppers you will most likely find in your online shop as well. Let’s take a look at them, so we can really understand what the different customers are looking for when visiting your website – and how they each can be best addressed.

1. The Loyal, Regular Customer

Your regular customers are your most loyal ones, and therefore worth a fortune to you. These customers actively engage with the product range, are always present for promotions and offers, and have subscribed to the newsletter. Unfortunately, these customers are often neglected – after all, some might think that they will buy no matter what. But this shopping type should also be kept happy and rewarded for their loyalty.

So, how can you retain existing customers and make them even happier?

Regular customers want to feel special. And as they return to the shop again and again, there is usually a lot known about their interests and preferences – use that to your advantage! By responding to their specific needs – for example, with personalized recommendations that take their interests and preferences (e.g., brands, sizes, and styles) into account, you can individualize their shopping experience. Of course, a completely personalized homepage would be a dream come true – with recommendations, personalized teasers, interesting blog content, and a warm welcome with their name (after logging in). Surely they would also love a loyalty discount or exclusive privileges and promotions. Of course, these types of campaigns should not only be used in newsletters, but also on the website. Do you send out birthday newsletters? When clicking on the link here, the user can then be celebrated again on the website with confetti and flying balloons. This makes existing customers feel valued and keeps them interested in the shop.

2. The Occasional Shopper

Customers that only buy occasionally may be familiar with the shop, but they lack the desired regularity of purchases. Thus, marketers must encourage them to interact more.

In order to make the most out of the visits, cross-selling or upselling products can be used. Matching accessories are recommended for the products that are currently being viewed, the ones the user has already placed in the shopping cart, or even for the last purchases. Upselling involves recommending a higher-quality product, which often costs more, but also offers more functionalities. However, the recommendation should still remain in the price segment that is appropriate for the user. Incentives such as contests or rewards by using a loyalty card or subscribing to the newsletter also encourage the occasional shopper. By pointing out the benefits of a loyalty card or the newsletter, the customer may be willing to commit more firmly and also buy more regularly.

3. The Spontaneous Impulse Shopper

We have all made an impulse purchase at least once in our life. Meaning, we shop without having a set product in mind. Spontaneous shoppers browse your shop, not really looking for something specific. They mostly have no concrete need or desire in mind when they enter the shop. However, impulse shoppers will purchase what seems good at the time – and they tend to be receptive to suggestions.

Spontaneous shoppers often begin their journey via a search engine and become aware of a particular product, for example, through ads or organic search results. Accordingly, their customer journey starts on a product detail page. Typically, users are not yet familiar with the shop. To convince these users of the shop and not to lose them again is particularly important here. First, you should clearly communicate product information and details about payment and delivery options. The shop’s USP's, seals of approval or other trust-building elements should be clearly visible as well. Spontaneous buyers entering the shop via Google Shopping Ads must land on a page that focuses on the product. The challenge: If they don’t like the product, they will leave. Shops can easily remedy this by offering alternative products. Even references to the current sale or suitable offers can attract the attention of the spontaneous user. Combined with a countdown, the urgency for an impulse purchase increases. Before the spontaneous type leaves the page, the newsletter registration should definitely be displayed to encourage long-term loyalty.

4. The Assortment Professionals

In contrast to the impulse buyer, the assortment professionals need considerable time before making a purchase. They want to make informed decisions, like to research extensively and compare products. This shopping type always wants to know everything in detail, but is also happy to reveal this knowledge to other users. To this end, the assortment professional diligently compiles ratings and product reviews on social media and rating portals.

To win him over and retain his loyalty, you require comprehensive and informative product pages. You can also ask for feedback through surveys to make them feel more involved with the future of your brand. Nothing will make a customer feel better than showing them how much you value them. The results can then of course also be used to optimize the shop.

If you want to encourage the expert to make a purchase, personalized product recommendations should be part of your strategy. In conjunction with a reward for participating in a survey – a voucher, for example – the likelihood of a purchase increases even further. In addition, the online shop can offer the opportunity to share a product with friends and the social media community via social share buttons.

5. The Bargain Hunters

Bargain hunters are always on the lookout for savings and a good deal – and they will base their purchase decisions on pricing. They often put in the extra effort to get more savings, like signup for newsletters and find coupon codes. Unlike the other users, the bargain hunter typically enters via a price comparison site and, like the impulse buyer, is usually not familiar with the shop. If he doesn’t find the right offer, he will leave the shop again very quickly.

Bargain hunters need to feel like they are getting a great deal. It is therefore important to always draw attention to discounts on products. Reinforce this feeling with clearly marked signage that includes the value of their savings. The most effective way to do so is to offer special prices or to highlight the savings in percent. In the menu, for example, the section “Sale” can be emphasized more strongly. Vouchers for the first purchase – which can also be limited in time by a countdown – encourage customers to spend more. For long-term loyalty, you could also remind shoppers to sign up for the newsletter when they leave. In conjunction with a price advantage for the next purchase, even this shopping type can be successfully convinced.

Conclusion – Targeting And Retaining Different Shopping Types

Users and their preferences are as diverse as the possibilities for personalization. Understanding why people do what they do is key to a personal approach – and success.

But be careful! Shopping types can change quickly. Repeat shoppers can become loyal existing customers with the right approach, conversely, loyal existing customers can quickly become irregular shoppers if they are not approached and recognized individually.