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The Complex Shopper: Getting To Know The Four Shopper Types

Sunday, November 13th, 2011

Last week we launched The Complex Shopper, an annual research and analysis project designed to reveal the motivations that drive the considered purchase process – those infrequent, big-ticket items ranging in price from $100s to $1000s.

One of the outcomes of the study was the identification of four distinct shopper types – Fretting Frugals, Experience Lovers, Passive Purchasers and Social Adventurers. Over the next few weeks, we’ll dive a little deeper into each type revealing more about their behaviors, concerns and actions.

This week, meet Allison, the Social Adventurer – the shopper who wants your attention

Our first deep dive takes a look at Allison, representing the Social Adventurer. Overall, this is the smallest segment of the four at 15 percent, but is the most active when it comes to the amount of research, the level of engagement with the brand during and after the purchase and the level of activity in social media.

Allison is an emotional shopper. She admits to a greater fear of making a mistake and is most concerned about what others will think about her purchase. Allison describes herself as organized, imaginative and detail oriented with a need for thorough research in a variety of mediums. In fact, she will go online an average of 10.7 times per purchase when it comes to a considered purchase.

How to connect with Allison

If you want to sell to Allison, be aware that she is more than willing to have a relationship with your brand before, during and after the purchase. Compared to the other shopper types, the Social Adventurer will:

  • Recommend your product to friends or family (46 percent)
  • Almost one out of five will write an online review, post on a social media channel or rate your product online
  • One out of four will accept and read emails and buy more products from a brand with which they are satisfied

Next, we’ll look at the Fretting Frugal, that nervous shopper who often gets so overwhelmed that they hand the purchase responsibility off to someone else.

Step inside the mind of The Complex Shopper … and discover why shoppers buy. To review the initial results, click here for the download.

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