Best Practices

How to Encourage the Different Types of Shoppers to Purchase from Your Shop

by Martha Pierson   Jul 27, 2021

You can’t approach every customer with the same sales techniques because each buyer is uniquely different. In fact, shoppers are categorizable into seven groups based on their purchasing habits. By understanding the characteristics of different types of shoppers, you will be better able to meet their needs.

Here are the seven different types of shoppers, as well as the best ways to attract them and make a sale.

Impulse Shoppers

Impulse buyers base their purchasing decisions on emotions. They are not interested in the price tag, only in the end result. Impulse buyers have urgency to buy and an emotional want.

To attract impulse shoppers:

  1. Create a point of purchase display.
  2. Use brighter colors, additional lighting, and unusual decorations to grab the shoppers’ attention.
  3. Use verbal prompting every time a shopper interacts with a sales staff.

Bargain Hunters    

Shoppers.Bargain hunters buy things based on the price and not the value. They want a good deal or a discount to shop at the lowest price possible. Bargain hunters also buy things that they don’t need just because it is a good deal. They enjoy the thrill of chasing a good deal.

To attract bargain hunters:

  1. Offer them daily and weekly deals. You can also structure your offer to make it seem like a good deal by marking up your prices, so the discount seems like a good deal. 
  2. Let them know how this is a good deal and why they need to get this right now.

Browsing Customer   

Customers who are just browsing may like an item on display but not buy it. They are simply there to browse. They may not even have cash or a card on hand.

To increase the chances that the browsing customer will return to your store to make a purchase:

  1. Provide them with a friendly welcome. 
  2. Browsing customers don’t like to be approached or bothered, so don’t try to convince them to buy something. 
  3. Ensure that your most eye-catching, popular, and profitable items are prominently displayed in-store to get their attention. 
  4. You should also ensure that your store is clean and organized because they will be spending time wandering in your store.

Mission-Driven Buyer

The mission-driven buyers need a solution to a problem they are facing. The item that they want to buy has a purpose, such as buying a birthday present or replacing their old shoes. Mission-driven shoppers won’t purchase anything that is not necessary.

To attract mission-driven buyers and make their shopping experience as smooth as possible:

  1. Provide them with gift guides and recommendations. 
  2. You can also present them with the option to order online and get the items at curbside pickup. 
  3. You may also want to practice cross-merchandising as a way to bundle items and make life easier for buyers who don’t have much time.

Indecisive Buyer

You often hear indecisive buyers say, “let me think about it.” Indecisive buyers need to consider the purchase and acquire more information.

To attract indecisive buyers:

  1. Give them the information they need to make an informed decision. 
  2. Ask questions to understand their needs and give them honest advice to help them make up their minds.
  3. You may also want to have a flexible return policy if they change their minds and don’t want the item anymore after making a purchase.

Educated Buyer

Shopper in grocery store.

Educated buyers make purchases based on the product's value and know exactly what they want. This type of buyer does a lot of research online, reads reviews, and talks to other people before deciding to make a purchase. They evaluate the pros and cons of the product to assess whether or not it is the right purchase to make.

To attract educated buyers:

  1. Avoid using typical sales tactics and persuasion forms. Instead, give them some space only to provide helpful information to help them make their own decision. 
  2. Educated buyers know that no product is perfect, so focus on the facts describing the strengths and the flaws of the item to build trust. If you satisfy the needs of educated buyers and gain their confidence, the chances of them becoming a loyal customer are higher.

Loyal Customer

Loyal customers are people that love and trust you because of your excellent products, customer service, and overall experience that they have had at your store.

To attract loyal customers, you need to have excellent customer service to gain their trust. 

To keep your loyal customers:

  1. Reward them with exclusive promotions and referral programs to reward them, keep them happy, and feel appreciated. 
  2. Ask for their opinion and feedback about new or potential products.

How to Sell to Different Types of Shoppers

Shoppers have distinct wants and needs and require unique merchandising strategies. Nonetheless, there are some general tips that apply to all customers. Below are eight sure-fire ways to sell your products.

Have a Well-Trained Staff

Train your staff to be more knowledgeable and confident about what you are selling. Ensure that your team is well-trained and can offer your customers sound advice and correct information to help them make a purchasing decision.

Keep Your Display Up-to-Date

Retail stores should always keep their display up-to-date and relevant to attract customers. When a customer passes by your store and sees that your display has changed, this will attract their curiosity and encourage them to visit your store to check out your new items.

Move Your Stock Around

Don’t have your products stay at the same place all the time. Every one or two weeks, purposely move things around at your store and change their positions, especially your featured products at the entrance of your store. Changing the location will allow customers to see new products that they have not previously paid attention to at your store.

Host Seasonal Promotions

When there is a specific event or holiday around the corner, such as Christmas, Easter, or back-to-school, offer your customers special discounts on products linked to the event. You can also make a clearance sale on some items.

Have a Private Sale for Your Regular Customers

Aim to have a private sale for your regular customers every two to three months. This will help you clear out your stock. 

Before hosting a private sale for your regular customers, make sure that you have their names, email addresses, and phone numbers in your database so that you can reach out to them.

Offer your Customers POS Financing

POS financing gives customers the chance to buy a product now and pay later. The flexibility in paying back the amount encourages your customers to return to your store when they want to make another purchase.

Loyalty Card Programs

Loyalty card programs are a great way to encourage your customers to return to your store. A loyalty card tracks purchases and offers perks when a customer buys a certain amount of stuff. Shoppers closing in on a perk may make a purchase just to activate the promotion, leading to more sales for you.

Upsell and Cross-Sell

Upselling and cross-selling are very famous techniques. When a customer wants to purchase an item, encourage them to buy the higher-end product. You can also motivate them to purchase a complementary item. In many cases, these tactics can benefit the customer. The higher-end models may last longer and help the customers in other ways.

Conclusion

Shopping around.

When you successfully identify the different types of shoppers that enter your store, you have more power to make a sale. Being able to distinguish between customer traits and knowing how to satisfy them is sure to help increase your sales.

Martha Pierson, author at OpenLoans
Editor-in-Chief
Martha provides financial and business management analysis for retailers and service providers.