How to Boost Sales and Margins With Behavioral Commerce, Part 2
Continuing the list of the 10 most common shopping personalities as identified by SteelHouse, here are numbers six through 10 (part 1 of this series contains one through five):
6. Thrifty Shopper: “I like to buy used or refurbished items. If I can get the same product used for much less, I’ll buy it.” For this shopper, the amount of savings can be more powerful than the product need itself.
To close the deal: Make used and returned items visible to them. Show them overstock and clearance items based on what they’ve been browsing. Those products might be just as attractive to them based on the savings.
7. Loyal Shopper: “I only purchase if I can join a rewards club or special rewards program. This often leads to me purchasing at the same stores.” This shopper likes to build up and then cash in points from loyalty reward programs. This type of shopper will generally spend more than others in the pursuit of rewards points.
To close the deal: Remind them how many points they’ll get for buying certain items. Provide extra points for items you’re trying to clear out. Offer loyalty club deals so club members feel they're getting something in return for their loyalty.
8. Methodical Shopper: “When I shop online, I like to browse for the exact product I’m looking for. I often use site navigation until I find that perfect match.” This shopper is tenacious and doesn’t like being distracted by marketing messages or product fluff. They follow site navigation and site maps to find the right product.
To close the deal: Present a message to these shoppers asking if they need help or have product questions if they seem to be getting lost within your site. Provide additional product suggestions combined with offers based on what they've been browsing to help generate sales.
9. Impatient Shopper: “If I don’t find what I want immediately, I look somewhere else.” These shoppers are antsy to buy and be done with it. The faster you make the navigation and check-out process, the higher likelihood of closing the sale.
To close the deal: Create a bold offer to grab their attention and maximize conversions. If they leave without purchasing, quickly present an offer combined with what they were browsing to try and win them back.
10. Wish List Shopper: “I like to shop online, but I don’t always purchase. I add everything I like to the shopping cart to see what the total price will be.” This shopper needs help moving from fantasizing about products to purchasing products.
To close the deal: Daily deals, flash sales and secret sales work well for them; they add to their shopping excitement. Show additional items that can be added to their shopping cart that complement existing cart items. This completes the visual picture for the shopper and can push them to purchase everything.
The bottom line? Don’t treat every shopper as if they’re all the same. They’re not. With a more thorough understanding of the shopping personalities of your site visitors, you can maximize sales and margins not just by making offers but by making smart offers. This is behavioral commerce.
Mark Douglas is CEO of SteelHouse, a behavioral targeting firm.
